Advertising to Children on TV: Content, Impact, and Regulation

By Barrie Gunter; Caroline Oates et al. | Go to book overview
Save to active project

9
Advertising Regulation
and Research

This chapter examines the regulation of television advertising with special reference to children. We consider the extent to which advertising regulations are consistent with and supported by research evidence concerning children and advertising, the degree to which regulations have kept pace with research evidence, and whether there are issues raised by the regulations on which further research is needed. We also review the contribution that research might play in further informing current guidelines and codes of practice for television advertisers. In doing this, we consider whether the research evidence presented to regulators has been effectively utilized. In addition, we examine the pressures upon British advertising regulators to conform to European regulations and the feasibility of achieving Europe-wide standardization or harmonization of advertising regulations.


ORIGINS OF CONCERN
ABOUT ADVERTISING AND CHILDREN

The most significant sources of criticism and concern about advertising aimed at children have been national and international consumer organizations. According to these bodies, children require special consideration because they are less able than adults to understand fully the intent of advertising or its persuasion techniques and are therefore less able to judge advertising critically (see chaps. 3 and 4).

-139-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Advertising to Children on TV: Content, Impact, and Regulation
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 209

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?