
The Canadian Association of Broadcasters
established a Broadcast
Code for Advertising to Children in 1971. The following are a list of the
highlights of this code that the advertisements must adhere to. A commercial
for children should:
·
Use age-appropriate language
that is accessible to the target audience.
·
Refrain from any type of
content that could inspire children to harm themselves such as wild stunts.
·
Collect only the minimal amount
of personal information for a contest that would allow a child to participate
in that activity.
·
Restrict the advertiser from
dealing with anyone other than the parent or guardian of a child who wins a contest.
·
Require that a child must get
their parent or guardian’s permission before handing over any type of personal
information.
·
Refrain from using any of the
personal information gathered in a contest to advertise products that aren’t
age appropriate for children under 12.
·
Refrain from collecting any
date from the children about their family’s financial status.
·
Keep third parties out of the
equation when it comes to this personal information.
Self
Regulation
For the most part, companies are permitted
to self regulate their advertising practices. However, when it comes to
children’s advertising those ads must be submitted to the CAB for approval
before going on the air. Even with those approvals, parents still retain the
right to complain about a company’s advertising practices. These complaints
would be submitted to the Canadian Code of
Advertising Standards. On the average the ASC receives about 1,200
complaints a year for general advertising but only received one complaint for a
child-directed commercial. This is an indication that companies who do
advertise for children take that role very seriously.
Factual
Presentation
In terms of the actual presentation of a
product, advertisers must adhere to certain factual considerations such as:
·
Any representation of a product
cannot exaggerate its function in terms of speed, color, durability etc.
·
The size of the actual product
needs to be established.
·
The words “new” or
“introducing” can only be used in context with that ad for up to a year.
Finally, marketing to children can’t
involve direct pressure to purchase or use a product. They also can’t encourage
kids to tell their parents to “Buy me this!” The general rule of thumb to apply
would be what would you want your kids to see in a commercial?
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