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WHY ADVERTISING

IS BAD FOR CHILDREN

Summary

1. Introduction.. ........................................................................ ................03 2. How advertising harms the healthy development of a child .............07 3. Main consequences of commercial messages aimed at children .......13 4. Brazilian legislation already prohibits advertising aimed at children ........................................................................ ..........49 5. The Regulation of advertising aimed at children in other countries ........................................................................ .........63

Content also available on the internet :

www.criancaeconsumo.org.br/publicacoes 2 WHY

ADVERTISING IS BAD

FOR CHILDREN

3 1 Introduction 4

Why advertising is bad for children

Introduction

6 77
2 How advertising harms the healthy development of a child 8

Law itself recognizes that a child does not

have the ability to perform civil life actions

Why advertising is bad for children

dvertising turns the child into a sales promoter A 9

As the saying goes, "selling to children is as

easy as nailing a nail in soap"

Abusive messages influence parents

to ruin childhood fantasies How advertising harms the healtly development of a child mall children can"t even distinguish advertising from media content S 10

To reach its objectives, advertising aimed at

children utilizes 3 strategies:

Marketing strategy:

dvertising convinces children that they need products and services A

Why advertising is bad for children

Creation strategy:

Media strategy:

While companies gain profit, children

have to bear the losses How advertising harms the healtly development of a child dvertising fabricates an empty concept of happiness A 12

If advertising directed at children is already

controlled in so many democratic countries, what is lacking in Brazil?

Why advertising is bad for children

13 3 Main consequences of commercial messages directed at children 14

CHANGES IN BEHAVIOR

Changes in behavior

he affective relationships come to be mediated by the consumption relationships T

Advertising fabricates an empty concept of

happiness

Advertising convinces a child that it is more

important to have than to be 16

To sell millions of equal products,

advertising levels the children's way to be

Why advertising is bad for children

rue human richness is in diversity T 17

Ready-to-play toys and ideas inhibit

creativity

Certain commercial messages

contribute to the dehumanization and individualism

Changes in behavior

ith the attachment to the toy, the children build their affectivity W 18

Certain ads put a child's safety at risk

Why advertising is bad for children

hild depends on a good example to form his/her character C 19

In the eagerness of selling, marketing confuses

the child's perception

Changes in behavior

hild believes in what he/ she is told, transforming a child into a toy in the hands of advertising e C 20

EATING DISORDERS

AND OBESITY

Excessive consumption of unhealthy food

is the main cause of the epidemic of child obesity

Bulimia and anorexia are other connected

problems

Eating disordes and obesity

orldwide

35% of

the child population has obesity problems W 22

Contradictory messages in advertising

contribute to the imbalance of a child's metabolism and emotional structure

Why advertising is bad for children

hildren will do anything to be loved and accepted C 23

Promotional appeals induce children to eat

in exchange for reward

Eating disordes and obesity

Eating time should not be confused with

play time

Obesity and its consequences

Why advertising is bad for children

ome packages even resemble gifts S 25

Food memory should be formed in

childhood

Eating disordes and obesity

ust 35 seconds are enough for a food brand to inuence a child J 26

PRECOCIOUS EROTIZATION

Precocious erotization

dvertising shortens childhood A

Childhood should be preserved

Precocious erotization compromises child

development and the adult they will become 28

Why advertising is bad for children

ertain ads stimulate the sexual precociousness C

Children should receive help in controlling

their sexual impulses 29

Precocious erotization

dult dolls dictate a ready model for children A

Interfering with childhood is a violation

Why advertising is bad for children

antasizing is important for child development F

Entrance into the adult world should and

needs to happen in a child's own time 31

Precocious erotization

nticipating adulthood devalues the pleasure of being a child A 32

FAMILY STRESS

Saying "no" is part of the education of

a child

Consumer temptation robs parents of the

necessary time with their children

Family stress

dvertising is always more permissive A 34

Dubious or deceiving messages shake the

confidence that a child needs to have in adults

Why advertising is bad for children

razilian children spend nearly 5 hours a day in front of the TV B 35

With the false idea that families are always

perfect, advertising generates disharmony in family relationships

By establishing unattainable objectives,

advertising contributes to the generation of apathy and depression

Family stress

n advertising directed at children, 80% are of unhealthy food I 36

With distorted messages, advertising has

immense participation in the education of children

Why advertising is bad for children

ven if they get what they ask for, children are still unhappy E 37

One of the strategies of marketing is to

motivate children to nag parents

Family stress

When advertisers go "all-out" to sell,

advertising weakens the authority of parents and guardians

Why advertising is bad for children

ertain messages compromise the building of the child"s personality C 39

Advertising invades the privacy of the home

Advertising maneuvers belittle the competency

of parents to educate their children

Family stress

he ads must be directed only to parents and guardians T 40

Advertising attempts to blame parents for

damage that it itself causes children

Why advertising is bad for children

t is hard for parents to compete with so much harassment from advertisement I 41

Family stress

he industry invests more and more in the licensing of characters T 42

VIOLENCE AND

DELINQUENCY

Advertising favors delinquency by tempting

those who cannot buy

In order to continually sell more,

advertising transforms wants into needs

Violence and delinquency

nducing the child to desire what is out of reach is inhuman I 44

The most practiced crime by adolescents

is aggravated robbery, that is, the wish to acquire for themselves the "value" they see in others

Why advertising is bad for children

Violence and delinquency

heft is also a search for social inclusion T 46

ALCOHOLISM

Beer advertising also affects children and

stimulates aggressive behavior

The alcoholic power of beer is

evident, and its effects, devastating he young are starting alcohol consumption earlier and earlier T

Alcoholism

Why advertising is bad for children

49
4 Brazilian Law already prohibits advertising directed at children 50
In accordance with legislation, child advertising is already prohibited

Federal Constitution

Article 227

Why advertising is bad for children

51
Brazilian Law already prohibits advertising directed at children

Article 7

http://www.planalto.gov.br/ccivil_03/Constituicao/

Constitui%C3%A7ao.htm

Statute of the Child and Adolescent - Law no.

8,069/90

Art. 4

Art. 5.

Art. 6.

Art. 7.

Art. 17.

Why advertising is bad for children

53
"Art. 18. "Art. 53.

Art. 76.

Brazilian Law already prohibits advertising directed at children 54
http://www.planalto. gov.br/ccivil/LEIS/L8069.htm

The UN Convention on the Rights of a Child

Art. 1º

Art. 6º.

Art. 13

Why advertising is bad for children

Art. 17

Art. 28

Brazilian Law already prohibits advertising directed at children 56

Art. 29

Art. 31

Why advertising is bad for children

57
http://www2.camara.gov.br/legislacao/legin.html/ textos/visualizarTexto.html?ideNorma=342735&se qTexto=1&PalavrasDestaque=

The Consumer Protection Code - Law No.

8,078/90

Art. 36

Art. 37

Brazilian Law already prohibits advertising directed at children 58

The Civil Code - Law No. 10,406/02

Art. 3º

Why advertising is bad for children

59
Brazilian Law already prohibits advertising directed at children 60

Looked at closely, no advertising for

children is legal

Why advertising is bad for children

REGULATION DOES NOT MEAN CENSORSHIP

In Summary:

Brazilian Law already prohibits advertising directed at children 62
63
5 The regulation of advertising directed at children, in other countries 64

Why advertising is bad for children

SWEDEN

ENGLAND

BELGIUM

65
The regulation of advertising directed at children, in other countries

GERMANY

UNITED STATES

OF AMERICA

NORWAY

Why advertising is bad for children

HOLLAND

CANADA

IRELAND

DENMARK

67
The regulation of advertising directed at children, in other countries

AUSTRIA

PORTUGAL

LUXEMBURG

ITALY

GREECE

B WHY ADVERTISING IS BAD FOR CHILDREN P rojeto Criança e Consumo www.criancaeconsumo.org.br