What is it?
Children are bombarded with advertising messages everywhere they turn. From traditional TV, print, and radio ads to product placements that appear on TV shows and in movies. Interactive ads blaze throughout online and gaming worlds where sponsorships, contests, and product endorsements appear regularly. Ads also come to our kids disguised as “free” cell phone ring tones (in exchange for them receiving text ads), surveys, and pass-along games and quizzes that capture email addresses when kids respond or forward to each other. (This is called viral marketing.) And every time a kid puts on a T-shirt or a hoodie with someone’s brand on it, they become a walking ad for that company.Why it matters
Advertisers know that the earlier a child learns about a brand, the more likely they will be to buy it later (or beg their parents to buy it). And children under 7 can’t tell the difference between advertising and entertainment. Many ads are for junk food, and 1 out of 3 children in this country are at risk for becoming obese. Ads that target appearance can cause feelings of insecurity and body image issues. Children are so impressionable that a number of organizations, including the American Psychological Association, the American Academy of Pediatrics, and the Campaign for a Commercial-Free Childhood, have called for heavy restrictions on advertising to children. Wanting more and more material things can cause anxiety, depression, and anger. It can make kids judge their self-worth by what they own. Helping kids understand how advertising works can help protect them from being exploited.Get tips for preschool, elementary, and middle and high school kids.
