Advertising to children

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Advertising to Children
Today we are all bombarded by various forms of advertising. On the way to work or school, we see billboards with flashy ads; we read magazines filled with colorful ads and watch television, saturated with advertising. Advertising has become as common in our everyday life as a bowl of cereal in the morning. One of the most alarming and growing trends in advertising is targeting the most vulnerable group of our society, children. It seems like the ads for sweets, fatty foods and other items are everywhere; even schools and school transportation are subjected to this trend. However the most popular way of reaching young audience is through various media channels, such as TV, Internet and others. Advertising to children is an alarming and troubling issue that needs to be addressed and regulated; otherwise our unhealthy society will get worse with each passing year.
To be able to talk about the impact of advertising, and especially advertising to children, we have to look at the media impact on children.
Media has a very important place in people’s life, whether we like it or not. Exposure to media has increased tremendously in the last fifty years. The way in which it influences our lives is especially evident in children’s development.
Much of children’s formative development is spent interacting with television and computers. Just as many violent acts by kids can be linked to violence in music and video games, other problems are emerging, that are linked to such a lifestyle.
Obesity can be caused by a sedentary lifestyle in which much of the time is spent watching television. Lack of interaction with family can lead to inadequate development of social skills. According to the Henry J Kaiser Family Foundation “children are consuming vast amounts of media, from television to music to books to video games and Internet” ( It is obvious that with the advance in technology and its availability, the time children spend in front of TV or computer increased exponentially in the last decade.
Most of children’s television is filled with advertising geared towards kids. The food industry spends millions of dollars promoting unhealthy food products. “These are processed foods which contain high levels of...