ETHICAL ISSUES IN THE MARKETING TARGETED AT CHILDREN
ETHICAL ISSUES IN THE MARKETING TARGETED AT CHILDREN
Abstract
The purpose of this article is to show major ethical issues in the
marketing targeted at children and to propose recommendations for their restriction. The
paper investigates the relations between advertising, individuals (children and adults),
media, schools, industry, government, etc. Тhe major conflicts, derived from the impact of
marketing communications on the given relations, are summarized and recommendations
are made for their resolution.
References
2. Национален съвет за саморегулация.
3. НСС. Национални етични правила за реклама и търговска комуникация в
България.
4. Цанкова, Светла. Въведение в медиазнанието. София, Стопанство, 2007.
5. AA. Does Advertising Encourage Bad Diets Among Children. London, The Advertising
Association, Publication Number 1071.
6. Antal, Sue. Easy Targets. A Survey of Television Food and Toy Advertising to
Children in Four Central European Countries. London, Consumers International, 1999.
%20in%20four%20central%20european%20countries.pdf>
7. Beder, Sharon. Marketing to children. // A Community View. Caring for Children in the
Media Age. National conference. Sydney, New College Institute for Values Research,
1998.
8. Byramjee, Framarz, Andreas Klein, and Madan Batra. Ethical Violations in Advertising
– Nature, Consequences, and Perspectives. Memphis, Christian Brothers University,
2010.
9. Calvert, Sandra. Children as Consumers: Advertising and Marketing. // The Future of
Children, 2008, Vol. 18, № 1.
10. Chester, Jeff, Montgomery, Kathryn. Interactive Food & Beverage Marketing:
Targeting Children and Youth in the Digital Age. Barkeley, Barkeley Media Studies Group,
2007.
11. Consuming Kids: The Commercialization of Childhood. [Documentary] / Writer &
Director: Adriana Barbaro & Jeremy Earp; Producer: Adriana Barbaro; Executive
Producer: Sut Jhally; Co-producer: Jason T. Young; Supervising Editor: Andrew Killoy;
Editor: Jason T. Young, Andrew Killoy, Adriana Barbaro, & Jeremy Earp - Massachusetts,
Media Education Foundation, 2008, Duration: 67 min.
12. Cruz, Alice, Stephanie Phillips, Mieke Visch et al. The Junk Food Generation. Kuala
Lumpur, Consumers International, 2004.
0on%20children.pdf>
13. Dalmeny, K., E. Hanna, and T. Lobstein. Broadcasting Bad Health. The International
Association of Consumer Food Organizations, 2003.
14. Dibb, Sue. A Spoonful of Sugar. Television Food Advertising Aimed at Children: An
International Comperative Survey. London, Consumers International, 1996.
%20an%20international%20comparative%20survey.pdf>
15. Dumont, Pascaline. Temptatio-Free Television For Children. // The UNESCO Courier,
France, UNESCO, September 2001.
16. Galcheva, Sonya, V. Iotova, and V. Strateva. Television Food Advertising Directed
Towards Bulgarian Children. // Archives of Disease in Childhood, 2008, Vol. 93, Issue 10.
17. Harris, Jennifer, Graff, Samantha. Protecting Children from Harmful Food Marketing:
Options for Local Government to Make a Difference // Preventing Chronic Disease. Public
Health Research, Practice, and Policy, 2011, Vol. 8.
18. Harris, Jennifer, Schwartz, Marlene, Brownell, Kelly at al. Evaluating Fast Food
Nutrition and Marketing to Youth. Yale, Rudd Center for Food Policy & Obesity, 2010.
19. Molnar, Alex, Garcia, David, Boninger, Faith at al. A national Survey of the Types and
Extent of the Marketing of Foods of Minimal Nutritional Value in Schools. Arizona, Arizona
State University, 2006.
20. Rittenburg, Terri, Parthasarathy, Madhavan. Ethical implications of target market
selection. // Journal of Macromarketing, 1997, Vol. 17 Issue 2.
21. Schor, Juliet. Born to Buy, NY: Scribner, 2004.
22. Story, Mary, French Simone. Food Advertising and Marketing Directed at Children
and Adolescents in the US. // International Journal of Behavioral Nutrition and Physical
Activity, 2004, Vol. 1.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
By submitting a paper for publishing the authors hereby comply with the following provisions: 1. The authors retain the copyrights and only give the journal the right for first publication while licensing the work under Creative Commons Attribution License, which grants permissions to others to share the contribution citing this journal as first publication of the text. 2. The authors may enter separate, additional contractual relations for non-exclusive distribution of the published version of the work in this journal (e.g. to upload it in an institutional depository, or to be published in a book), given that they cite the first publication in this journal. 3. The authors are allowed and are encouraged to publish their works online (e.g. to upload it in an institutional depository, personal websites, social networks, etc.) before, during, and after the submission of the paper here, because this may lead to productive exchange, as well as earlier and larger referencing of the published works (see The Effect of Open Access).
