International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Policy Regulation of Advertising to Children


Affiliations
1 Hamdard University, New Delhi., India
2 FORE School of Management, New Delhi., India
     

   Subscribe/Renew Journal


The present research paper aims to addresses the legal/legislative regulatory measures combined with industry led self-regulatory measure of advertising to children in India. It compares India with some developed countries on the dimensions of policy regulation and gives a deep understanding of system necessities that ensures acceptability of advertising to this special consumer group. The study reveals that developed countries have well established framework of policy regulation for acceptable advertising to children than India and hence lays the basis for acceptable advertising to children in India too.

Keywords

Advertising, Policy, Legal, Self-regulatory, India, Developed Countries
Subscription Login to verify subscription
User
Notifications
Font Size


  • Advertising Standards Authority of the United Kingdom. (2003). The British Code of Advertising, Sales Promotions and Direct Marketing. London : ASA, UK & CAP.

  • Australian Association of National Advertisers. (1999). Submission of the taskforce on industry self-regulation. Sydney: AANA.

  • Australian Association of National Advertisers. (2000). AANA Code for Advertising to Children. Sydney: AANA.

  • Boddewyn, J. J. (1992). Global Perspectives on Advertising Self-Regulation, Principles and Practices in Thirty-Eight Countries. Connecticut. Quorum Books.

  • Cassim, S. & Langton, R. (1996). Current Issues in the Regulation of Deceptive Advertising: Some Consequences for South Africa, South African Journal of Business Management, 27 (4), 82.

  • Cassim, S. B. & Bexiga, D. (2007). The Regulation of Advertising to Children: A Comparative Assessment, Alternation, 14 (1), 137-165.

  • Child Obesity – Food Advertising in Context: FAQs, London : Ofcom. Retrieved from http://eprints.lse.ac.uk/21758/1/ Television_advertising_of_food_and_drink_products_ to_children.pdf.

  • Children's Advertising Review. (2007). Self-Regulatory program for children's advertising. New York (NY). Retrieved from http://www.caru.org/guidelines/index.asp. [Accessed 24/12/ 2011,]

  • Children's Food and Health, Why Legislation is urgently required to Protect Children from Unhealthy Food Advertising and Promotions. London : Sustain, The Alliance for Better Food and Farming.

  • Friestad, M. & Wright, P. (2005). The Next Generation: Research for the Twenty – First - Century Public Policy on Children and Advertising, Journal of Public Policy and Marketing, 24, (2), 183-185.

  • Gardner, G. T. & Bennett, J. A. (1999), Television Advertising to Young Children: An Exploratory Study, Communicare, 19, (1), 44-60.

  • Gary, O. (2005). Responsible Advertising in Europe, Young Consumers, 6, (4), 19-23.

  • George, A. (2003). Your T.V. Baby Ad Man's Delight. Retrieved from . [Accessed 20/10 2011]

  • Guay, L. P. (2003). Advertising to Children in Australia, International Journal of Marketing and Advertising to Children, 4, (3), 63 - 67.

  • Harker, D. & Cassim, S. (2002). Towards Effective Advertising Regulation: A Comparison of UK, Australian and South African Schemes, South African Journal of Business Management, 33, (4), 1 -12.

  • Harker, D. (1998). Achieving Acceptable Advertising: An Analysis of Advertising Regulation in Five Countries, International Marketing Review, 15, (2), 101 - 118.

  • Harker, D., Harker, M. & Volkov, M. (2001). Developing Effective Advertising Self - Regulation in Australia: Reflections on the Old and New Systems, Australian Marketing Journal, 9, (1), 7 - 19.

  • Jordan, A. B. (2008). Children's Media Policy. Springer, 18, (1), 253-253.

  • Koester, J. V. (2002). Legal Briefing: Advertising to Children in the USA, International Journal of Advertising and Marketing to Children, 4, (1), 67 - 72.

  • Kunkel, D. (1990). The role of research in the regulation of children's television advertising, Knowledge: Creation, Diffusion, Utilization, 12, 101-119.

  • Kunkel, D., Wilcox, B. L., Cantor, J., Palmer, E., Linn, S. & Dowrick, P. (2004). Psychological Issues in the Increasing Commercialization of Childhood, Report of The APA Task Force on Advertising and Children.

  • LaBarbera, P. A. (1980). Analyzing and Advancing the State of the Art of Advertising Self-Regulation, Journal of Advertising, 9, (4), 27 - 38.

  • Lvovich, S. (2003). Advertising and Obesity: The Research Evidence, International Journal of Marketing and Advertising to Children, 4, (2), 35 - 41.

  • McGinnis, J. L., Gootman, J. A. & Kraak, V. I. (2006). Food marketing to children and youth: Threat or opportunity. Washington, D C: National Academies Press.

  • Moschis, G. P. & Churchill, G. A. (1978). Consumer socialization: A theoretical and empirical analysis, Journal of Marketing Research, 15, 599 - 609.

  • Moses, L. & Baldwin, D. (2005). What can the Study of Cognitive Development Reveal about Children's Ability to Appreciate and Cope with Advertising, American Marketing Association, 24, (2), 186 - 201.

  • Preston, C. (2004). Advertising to Children and Social Responsibility, Young Consumers, 6, (4), 61 – 66.

  • Rocha, V., Hungria, C. L. & Umekita, D. Advertising in Brazil: The Success of Self-Regulation Gala Market Law Website.

  • The Junk Food Generation: A Multi - Country Survey of the Influence of Television Advertisements on Children. Consumers International, [Accessed 24/12 2011].

  • Vadehra, S. (2010). Advertising to children in India: Insight and Ideas for Responsible Marketers, Young Consumers, 11, (2).

  • Valkenburg, P. M. (2001). Media and Youth Consumerism, Journal of Adolescent Health, 27, 52 – 56.

  • Verma. (2001). Regulating Misleading Advertisements: Legal Provisions and Institutional Framework, Vikalpa, 2, 51–57.

  • Ward, S., Reale, G. & Levinson, D. (1972). Children's Perceptions, Explanations, and Judgments of Television Advertising. A Further Explanation in Television and Social Behaviour (4), Television in Day-to- Day Life : Patterns of Use. Rubenstein, E., Comstock, G. & Murray, J. (eds.). Washington, D C : Department of Health, Education & Welfare.

  • White Paper : Guidance for Food Advertising Self- Regulation. New York : National Advertising Review Council.


Abstract Views: 316

PDF Views: 2




  • Policy Regulation of Advertising to Children

Abstract Views: 316  |  PDF Views: 2

Authors

Akhter Ali
Hamdard University, New Delhi., India
D.K. Batra
FORE School of Management, New Delhi., India
N. Ravichandran
Hamdard University, New Delhi., India

Abstract


The present research paper aims to addresses the legal/legislative regulatory measures combined with industry led self-regulatory measure of advertising to children in India. It compares India with some developed countries on the dimensions of policy regulation and gives a deep understanding of system necessities that ensures acceptability of advertising to this special consumer group. The study reveals that developed countries have well established framework of policy regulation for acceptable advertising to children than India and hence lays the basis for acceptable advertising to children in India too.

Keywords


Advertising, Policy, Legal, Self-regulatory, India, Developed Countries

References