NOP Solutions finds flaw in plan to ban advertising to kids

Advertising lobbyists are claiming a direct hit in their attempts to scupper Sweden’s bid for a Europe-wide ban on TV advertising to children.

Advertising lobbyists are claiming a direct hit in their attempts

to scupper Sweden’s bid for a Europe-wide ban on TV advertising to

children.



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

40 years.



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

children’s advertising.



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.



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