Banning Ads And The Fear Or Unintended Consequences
Banning Ads And The Fear Or Unintended
Consequences?
Sweden, since 1991 has banned all advertising during children’s prime time due to those concerns mentioned above regarding advertising to children being harmful. The European Union is now considering issues related to advertising targeted at children and whether there should be a Europe-wide ban or regulation. Since April 2007, the UK has banned junk food advertising during television programs aimed at children aged 7 to 9. As of January 1, 2008, that ban has been extended to all children under 16. Some argue that this industry provides jobs for people so banning advertising would be ill-advised. Others question the effectiveness of outright bans in advertising. For example, a ban would mean lost revenues of media outlets, as many pour a large amount of advertising revenues back into programming. The Responsible Advertising and
Children Programme (RACP) is an industry organization representing advertisers, agencies and media worldwide. They argue that education and self-regulation is the way to go (as most companies in most sectors tend to argue), and also warn of job losses if there are outright bans:
We believe that educating children to understand the purpose and context of marketing communications helps them to develop the skills to critically interpret commercial communications in the context of their daily lives. This is crucial in preparing them for interaction with the reality of a media-filled world. … advertising finances children’s programming on free-to-air television…. 94% of the net revenues coming from advertising aimed at children are reinvested in children's programmes. In the digital economy, there is no alternative method to ensure investment in original children's programming and in the acquisition of programme rights. … Not only does marketing communications help to guarantee quality children’s programming, it also aids competition in the wider economy, creates jobs and enhances consumer’s
Consequences?
Sweden, since 1991 has banned all advertising during children’s prime time due to those concerns mentioned above regarding advertising to children being harmful. The European Union is now considering issues related to advertising targeted at children and whether there should be a Europe-wide ban or regulation. Since April 2007, the UK has banned junk food advertising during television programs aimed at children aged 7 to 9. As of January 1, 2008, that ban has been extended to all children under 16. Some argue that this industry provides jobs for people so banning advertising would be ill-advised. Others question the effectiveness of outright bans in advertising. For example, a ban would mean lost revenues of media outlets, as many pour a large amount of advertising revenues back into programming. The Responsible Advertising and
Children Programme (RACP) is an industry organization representing advertisers, agencies and media worldwide. They argue that education and self-regulation is the way to go (as most companies in most sectors tend to argue), and also warn of job losses if there are outright bans:
We believe that educating children to understand the purpose and context of marketing communications helps them to develop the skills to critically interpret commercial communications in the context of their daily lives. This is crucial in preparing them for interaction with the reality of a media-filled world. … advertising finances children’s programming on free-to-air television…. 94% of the net revenues coming from advertising aimed at children are reinvested in children's programmes. In the digital economy, there is no alternative method to ensure investment in original children's programming and in the acquisition of programme rights. … Not only does marketing communications help to guarantee quality children’s programming, it also aids competition in the wider economy, creates jobs and enhances consumer’s