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Is It Ethical to Broadcast Advertising Intended for Children?
Description of the ethical dilemma
During an era when childhood obesity has reached epidemic levels in many countries (Childhood obesity: A plan for action, 2017), there is an ethical dilemma with respect to advertisements intended for children that encourage unhealthy diet choices. For example, a study by Boyland, Harrold, Kirkham and Halford (2011) concerning the extent of food advertisements on television intended for children in the United Kingdom found that fully one-third of these advertisements were for food and drink products, especially during peak viewing hours. Moreover, Boyland et al. (2011) emphasize that, “Despite regulation, children in the UK are exposed to more TV advertising for unhealthy than healthy food items, even at peak children’s viewing times” (p. 455). These findings suggest that the arguments against such practices should clearly outweigh those in support, but it is important to examine both sides of this issue as discussed further below.
Arguments for and against advertising intended for children
Although it is unlikely that anyone would argue in favor of unethical advertising practices in general and for those intended for children in particular, it is less apparent whether these targeted messages...
Certainly, marketers have a fundamental right to advertise their products and services, but they also have a responsibility to ensure that the messages they communicate in general and those that are intended for children in particular are factual and appropriate for their audiences as discussed further below.
The role of government, parents, consumers, and companies
National governments play an important role in promoting ethical advertising intended for children. For example, the UK Department of Health (2017) implemented a soft drinks industry levy nationwide and is applying these revenues to educational initiatives designed to raise awareness of the importance of healthy diet choices among young people in the UK. These efforts are clearly needed because, “Today nearly a third of children aged 2 to 15 are overweight or obese and younger generations are becoming obese at earlier ages and staying obese for longer” (Childhood obesity, para. 2). In addition, Public Health England is implementing a program whereby the amount of sugar in soft drinks and food products favored by children will be gradually reduced by 20% by 2020 (Childhood obesity, 2017).
Obviously, companies that advertise their food and drink products…
References
Boyland, E. J., Harrold, J. A., Kirkham, T. C. & Halford, J. C. (2011). International Journal of Pediatric Obesity, 6, 455-461.
Childhood obesity: A plan for action. (2017). UK Department of Health. Retrieved from https://www.gov.uk/government/publications/childhood-obesity-a-plan-for-action/childhood-obesity-a-plan-for-action.
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