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Children's Advertising Law

1. Issues: What is the problem with Children's advertising? Trace the sequence of events that led to the new law on consumer protection. Assess the intensity of social pressures leading to the law and its evolution. Represent the evolution in a curve, indicating the key events that permitted to divide into distinct phases. What is the social, economic and political context that serves as background to the problem and its evolution?
Why has the problem stretched over such a long period?

2.Stakeholder analysis: Make a list of key stakeholders and briefly summarize the objectives of each of them.

3. Analyze: What are the arguments made by these interest groups?

4.The analysis of business strategies: How did companies respond to the threat of restrictive legislation? how can we explain the observed differences?

5. Ethical analysis: Evaluate the ethicality of arguments submitted by the various stakeholders. Who do you think should be responsible for what among the various actors in the subject of advertising to children? Why? How?

Solution Preview

1. The main issue is the prevalence to advertising to children which has negative impact on younger minds and in turn on their parents.

It was in 1960 that an internal committee was formed for abolition of advertising for children on television. The issue was there for long but was not much of priority with government. A survey was conducted which revealed that consumers had negative opinion towards television advertising aimed at children. The argument was raised which were based on belief that the child was unable to establish adequate defense mechanisms in response to many stimuli to which he was exposed. Preschool children were specifically more vulnerable as they could not distinguish between the actual program and commercials. Advertising made appeal to both his imagination and his inability to discriminate to exercise on him some form of pressure. This argument was taken up by political party who pronounced itself in favor of abolition of advertising to children and even making it election promise.
The issue aroused because advertising had influence on children's behavior. Parents complained that children were often disappointed with toys they purchased after watching advertisement on television. Such toys were of poor quality and posed risk to children. They were target for commercial exaggerations leading to misleading advertising. A key point of the debate focused on children's ability to establish sufficient defense mechanisms to the abundance of stimuli to which the news media, especially television, exposed them to. The argument aroused interest of many stakeholders and population became more aware of importance of advertising media and influence it could have on children.

2. Stakeholders ...

Solution Summary

The expert examines children's advertising laws.