Advertising to children is the act of marketing or advertising products or services to children, as defined by national legislation and advertising standards. Advertising to children is often the subject of debate, relating to the alleged influence on children’s consumption. Rules on advertising to children have largely evolved in recent years. In most countries, advertising for children is now framed by a mix of legislation and advertising self-regulation.

Scope and Form

Advertising to children can take place on traditional media – television, radio and print – as well as new media (internet and other electronic media). Packaging, in-store advertising, event sponsorship and promotions can also be means to advertise to children.

There is no universal definition of a child (although UNESCO - the United Nations Educational, Scientific and Cultural Organization, defines early childhood as ages 0– 8 years). Children are otherwise defined according to national jurisdictions. For the purposes of advertising law, the definition of a child varies from one jurisdiction to another. However, 12 is commonly used as a cut-off point, on the basis of the widespread academic view that by the age of 12 children have developed their behaviour as consumers, effectively recognise advertising and are able to adopt critical attitudes towards it.

There are no global data on ad spend directed at children, only data for specific sectors. According to the Federal Trade Commission, food and beverage companies (44 companies reporting to the FTC) in the US spent approximately $1.6 billion in 2006 to promote their products/services to children and adolescents.