Children are Targets of Advertisers -- Parents are Concerned About Advertising to Children

Advertisers are targeting children more than ever before. More than two billion dollars is spent on advertising directed at children every year. Preteens and teenagers are a growing consumer market. Children's shopping, buying, Internet use, and television viewing has increased significantly over the last decade. Children's spending and disposable income continues to increase.

Parents are concerned about the amount and type of advertising directed at their children. Children influence their parents buying decisions in clothing, fast food, snacks, toys, games, and many other products. Ads such as: buy our food, and get a free toy; eat our snacks and be a winner; where our clothes and be cool; play our games and be smart--appeal to children. Advertisers often exploit the inexperience of children. Parents are often disappointed with the purchase decisions of their preteens and teenagers as a result of the influence of advertisers.

Advertisers try to tap into the online spending of children and develop strategies to influence their purchasing decisions. Advertisers target children through educational programs, entertainment programs, games, kid's clubs, in-school promotions, celebrity endorsements, licensing, cross-selling, and children's web sites. Research is done by advertisers to know how best to target children. Children are susceptible to the enticements of dazzling ads that appeal to their self-esteem and wants.

Many parents feel that there needs to be more regulation on advertising targeted at children. Advertising has moved into the school classroom through broadcasts, the Internet, fund raisers, creative learning programs, in-school promotions, and classroom materials. Many educational broadcasts have commercials targeted at children. Children are becoming more tech-savvy. The Internet is full of ads that appeal to children and ads are on the web sites children use the most.

Not all advertisers exploit children. Some advertisers provide useful information and educational materials. Schools often receive product donations and useful classroom materials by participating in promotions.