Is television advertising good for children? Areas of concern and policy implications

Abstract

The roles of children in modern society are changing. Children continually assume larger roles in their homes and are becoming more involved in the shopping habits of the household. As a result, they have become the prime targets of television advertising. This has led to a serious debate among the advertisers, policy makers and consumer protection groups about the influence of television advertising on children. We highlight the major areas of concern in this debate, present arguments for and against these areas, and make policy recommendations.