Image Credit: Mother’s Union
In the US alone, companies spend over 17 billion dollars marketing to just children. Kids today have much more autonomy within their families, therefore they speak up and are successful in influencing much of what their parents buy. Today, trends say that family sizes are typically smaller and have older parents with more disposable income which is often used in order to satisfy their children.
The pressures of advertising adversely affect children’s well-being, family life and peer relationships. In 2009, a study by Yale University found that children exposed to junk food advertisements ate 45% more than kids who had not been exposed. Even schools will take funding in exchange for posting advertisements, playing commercials, giving companies high visibility or selling specific soft drinks. This commercialization of education is honestly sickening.
Another major area of concern of advertising to children and teens is the effects of using unrealistic or sexualized body images and stereotypes. Culture today continues to grow increasingly sexualized so it is no wonder that seven in ten teen girls feel they aren’t good enough or do not measure up in some way.
So where are the ethics? Why isn’t anyone stepping up to try and make a difference? Thankfully, some are. UNICEF‘s 6th principle of their Children’s Rights and Business Principles states that company’s must “use marketing and advertising that respect and support children’s rights.” Also, a mother-driven campaign called “Bye Buy Childhood” has been pushing for the rights of children. However, there is clearly a large chasm between policy and practice. It’s devastating how the world continues to teach children today that consumerism buys happiness. What’s much worse is that advertisers and companies alike do not care about the negative effects they are causing on this rising generation.