Parents back curbs on children’s ads

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 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

Sensor.



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

tightened.



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

buy products.



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.



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.



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