oa Alternation - The regulation of advertising to children: a comparative assessment

Volume 14, Issue 1
  • ISSN : 1023-1757



As the volume of advertising grows so does concern about its acceptability. These concerns are raised more particularly for advertising targeting vulnerable groups. This paper addresses advertising to one such group, that of children. Statutory regulation combined with industry led self-regulation exists across the globe to ensure acceptability of advertising. In so far as children are concerned countries vary somewhat in the approaches they adopt for the regulation of advertising to this group. This paper develops a framework of acceptable advertising to children and compares developing and developed countries on dimensions of the framework that ensures acceptability of advertising to this special consumer group. It is concluded that the framework for acceptable advertising is present in developing countries. This assures the basis for acceptable advertising in developing countries.

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