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I am sure that the marketing industry is aware
that the Swedish Government is bringing forward proposals
for a pan-European ban on advertising to children when it
assumes the EU presidency in 2001. So while the term 'advertising'
may be misleading, the ban would have an effect on a wider
range of marketing disciplines including media, direct marketing
and sales promotion. |
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'it
is the job of the
marketing industry
to maintain a
responsible attitude
when communicating
with children.'
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The proposed ban also raises other issues alongside
the actual type of communication media that would be effected.
The advertising industry has to comply with extensive regulations
which are of course necessary, however the Internet remains
at an infancy in terms of guidelines and restriction. But
rather than looking at which medium can provide the strongest
track record of standing up and being regulated, it is the
job of the marketing industry to continually maintain a
responsible attitude when communicating with children.
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Society
has evolved since the 'you'll get what you are given' mentality
of days gone by. Children are open to numerous channels of
information and have become more sophisticated. This has had
a positive impact on the purchasing process in which children's
opinions really count now, reflecting a more democratic family-buying
unit. Ultimately parents have the control over which products
are bought, but they still respect that their children's opinions
matter. It is really a question of 'parent power'. Adults
will and do exert their influence - they of course won't buy
into brands who they feel do not have a responsible attitude
to children. |
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So does a possible ban on marketing to children open
up a wider debate - is it really compromising the freedom
of choice and speech? In an industry that is highly regulated
and respects the level of responsibility needed to communicate
with children is it really the answer to single out advertising
as a potentially manipulative influence? Children recognise
certain brand names from an early age, but just in the same
way they would recognise 'Thomas the tank engine' or 'Barney'.
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Marketing
can do a lot more that just 'talk' in a responsible way to
children. Campaigns can actually work harder and good examples
involve all the family to help in providing much-needed books
and computers for schools. Brands and retailers also hold
events, particularly during school breaks, which are fun,
free and usually give an opportunity for new products to be
sampled without parents having to spend a fortune trying the
latest brands. |
'Adults
will and do exert
their influence - they of
course won't buy into
brands who they feel do
not have a responsible
attitude to children.'
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A
society of children marketed to in a controlled way actually
reinforces the capacity to understand the industry for what
it is. Rather than being subliminal, it is completely open
about its intentions. Parents, and increasingly children,
understand this and respect the fact that with regulations
in place they are protected and ultimately still have the
power to complain about marketing activity which they feel
to be unsuitable. Any complaints are taken seriously and
very often lead to the withdrawal of marketing activity
which is felt to be inappropriate.
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The Swedish debate will rage on in marketing circles,
but I for one feel that the UK marketing industry does take
its guidelines and regulations very seriously. It seems to
be a case for all disciplines to pull together and show just
how responsible they actually are. |
| Miles
Hanson is Managing Director of The Marketing Store Worldwide |