While the marketing of products to different demographics is allowed, when messages inherent in a given advert raises doubt on its transparency, motive or morality, it is considered unethical and hence, not fit. Adverts to children that fall under the above category are hence viewed to be unacceptable. In light of the above, there are both positive as well as negative effects of advertising to children.
Cons
Some adverts have deceptive messages that might mislead individuals who are not yet mature enough to make decisions on their own (Gunter, Oates, & Blades, 2004). For teenagers, for example, they might not be able to distinguish between authentic beauty products and those that are advertised for the sole purpose of making money while they do not have the qualities claimed in an advert. In buying low-quality beauty products, it is not only the money that is wasted, but they might also have dire side effects.
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Junk food advertisements that target children are likely to influence their eating habits. More consumption of junk foods is likely to lead to obesity, a medical condition that is a menace to many children (Kelly et al, .2010).
Although indirectly, there are several adult advertisements directed to children. Alcohol and beer ads, for example, continue to be adverts that might be directed to adults but largely consumed by children. Children are likely to be influenced to think about consuming the said drugs when they are still underage.
Pros
Junk food retailers need to find a market for their products. These are not products that have not been banned from the market, and even in other circumstances, some companies have taken it upon themselves to make junk food that is healthier. PepsiCo, for example, has tried in the past to have a section of its junk food processed with less sugar, making them healthier (Simon, 2015). In advertising such nutrient improved products to children, the benefits they get from consuming them are more than the disadvantages.
Just like other individuals, children are consumers who have a right to information about products that are at their disposal in the marketplace. Depending on the aim of the advert, the information given might be necessary for children in making informed decisions when shopping. That acts to their advantage as they are likely to be enlightened as consumers.
Under parental guidance, parents can point out misleading adverts to their children and tell them of their disadvantages. This way, children grow knowing the different dimensions, especially the negative ones that are inherent in the market. This way, they are not only likely to avoid them as consumers, but they are also likely to grow up to be responsible consumers who will, in turn, offer consumer education to their children and peers as well.
The most compelling side of the two are the cons. Although there are several advantages tied to children advertisement, their vulnerability due to their age cannot be overlooked. Due to less experience as consumers, often, they are likely to fall prey to misleading advertisements, be lured into consumer products that are not healthy or even enticed into buying products that are substandard. The side effects of the above are not only physical, but they are also emotional. The health of the affected children could also be at risk to a large extent, making the disadvantages of advertising to children outweigh its advantages.
References
Gunter, B., Oates, C., & Blades, M. (2004). Advertising to children on TV: Content, impact, and regulation . Routledge.
Kelly, B., Halford, J. C., Boyland, E. J., Chapman, K., Bautista-Castaño, I., Berg, C., ... & Grammatikaki, E. (2010). Television food advertising to children: a global perspective. American journal of public health , 100 (9), 1730-1736.
Simon, M. (2015). Nutrition Scientists on the Take from Big Food. Cornucopia Institute, Cornucopia, WI .
