Advertising lobbyists are claiming a direct hit in their attempts
to scupper Sweden’s bid for a Europe-wide ban on TV advertising to
They say a new independent survey makes nonsense of the Swedish argument
that commercials add to the amount of parent pestering.
The report found that more adults in Sweden - where TV advertising to
children under 12 is banned - find pestering by children a problem than
those in Spain, where such advertising has been screened for more than
NOP Solutions carried out the survey on behalf of the Children’s
Programme, which is funded by advertisers, agencies and media owners and
co-ordinated by the Advertising Association.
It is part of a concerted effort to assemble hard evidence to thwart
Sweden’s plan to use its European Union presidency in 2001 to extend the
ban in its own market across the Continent.
Researchers questioned 1,000 adults in Sweden and 1,000 in Spain. The
countries were chosen because of their contrasting attitudes to
The survey found that more Swedes thought pestering by children a
problem when going shopping - despite the ad ban - than their
counterparts in Spain. Researchers also discovered that twice as many
Swedes as Spaniards were concerned less about a TV ad ban than shops
displaying toys and sweets within children’s reach.