A proposal to ban all television advertising of food and drinks aimed at children under age 13 in Ontario is unrealistic in the internet age, and governments should instead concentrate on better educating both parents and children about commercials, advertisers and media observers said Monday.
The proposed private member’s bill in Ontario, introduced Monday, would be even less effective in today’s wired world, and children need to be taught to be more media savvy, said Jane Tallim, co-executive director of the Ottawa-based Media Awareness Network.
“TV tends to be quite a passive medium. The child watches an engaging commercial and it might encourage them to ask for a particular product,” Tallim said in an interview.
“But on the internet, you have marketers building whole environments that kids become immersed in, and that’s much more powerful in building brand identity and brand loyalty.”
The Media Awareness Network has a game on its website that helps children learn about advertising and how companies target them; Tallim said that’s a more effective approach than trying to implement a ban that just wouldn’t work.
The Concerned Children’s Advertisers — which represents 16 major food and beverage companies including General Mills, Kellogg’s, Kraft, Coca Cola and Pepsico — said Monday that the ban on advertising directed at children in Quebec has not lowered child obesity rates.
The children’s advertisers have adopted a new code in which some members will stop making commercials aimed at children under 12, cartoon characters will no longer be used to promote fast foods, and companies will use ads to promote healthier food choices and a more active lifestyle.
Source: http://www.cbc.ca/canada/ottawa/story/2008/04/08/ont-advertising.html
