Marketing to children is a relatively new business, with working parents prepared to compensate for the time they spend away from their families by spending money on them. This has led not only to the growth of a profitable marketing sector, but also to widespread criticism about the exploitation of children. The industry is responding in a variety of ways, with different degrees of success, but the food and drink industry will never be the same again. Responsible marketing to children is an essential component to any campaign targeted at children.
A recent picture on the front page of the UK newspaper, The Times, seems to sum up the disturbing media coverage across Europe and North America about the marketing of food and drink products to children. It depicts a young boy of 4 or 5, staring down at his weight on a set of domestic scales, with the headline ``Should every child be put on the scales in school?'' Over the last few years, marketers have faced widespread criticism in media, from consumer groups, and from politicians, about the way in which children are targeted as consumers.
Historically, as television advertising began to develop and with it the increase in marketing, it was the elders in the family that were targeted not their children. With the introduction of television in the post World War II era of the 1950s, families were encouraged by governments to grow and develop in a way that would bring stability to the western world. The baby boom years began with mothers, most of whom had taken an active role in the war, being encouraged to stay at home and concentrate on bringing up the next generation. The generation they raised subsequently rebelled against the constraints of their post-war upbringing, which led to the rise of feminism, post-feminism, student protest, hippies, rock music, etc. These parents were different, with today's baby boomers refusing to grow up and often dressing in the same clothes as their sons and daughters. |
