The majority of British parents would have sympathy with any future
proposals to curb advertising aimed at children, according to new
research from CIA MediaLab.
The research was commissioned by CIA for its monthly survey, CIA
It follows the decision by the Swedish government to lobby for a
Europe-wide extension of restrictions on advertising aimed at children
under 12 when it takes presidency of the European Union in 1999.
Seventy-nine per cent of those surveyed by CIA agreed that advertising
has a major influence over children. Although only 49 per cent believed
advertising to children should be banned totally, four in every five
felt the rules governing advertising to children should be
CIA’s results suggest, however, that parents are less likely to want a
ban than those without children.
Eighty-nine per cent of parents with children under 16 believed
advertising resulted in children putting too much pressure on parents to
But three-quarters of parents still acknowledged the role of advertising
by agreeing ads were a good way of discovering new products.
The results reinforce the findings of a survey by Campaign. In a study
conducted by Audience Selection using 1,000 adults, Campaign found that
77 per cent of British punters believed advertising should not target
Children in Sweden are already protected by a two-pronged ban, whereby
all advertising deemed to be aimed at children under 12 is prohibited,
and there is a ban on all ads on terrestrial channels immediately
before, during and after children’s programmes.
The Swedes want the ban imposed across Europe to prevent advertisers
dodging their laws by using satellite channels, and because they feel
restrictions would be popular with parents elsewhere.