Case Study — GMTV Competing for Children

Abstract

This year London hosted the Third World Summit on Children's Television. Although unusual to dedicate an event to one group of viewers none are more deserving of this attention than children who are far more discerning about what they watch than adults. Marketing to children is consistently on the agenda of European regulators and whilst in the UK we work within an excellent regulatory framework this has not stopped other member countries continuing their efforts in Europe to ban advertising to children. Restricting responsible marketing to children would be a draconian measure but with claims like (1) over half of all decisions to eat at Burger King are made by children and (2) children influence over ten times more than they spend are precisely why the Swedes have tabled their position again to the European commissioners although the Swedish media are not supportive of this position. We all need to protect the freedom to advertise within the respective guidelines both as broadcasters and as advertising practitioners.

Citation

Crouch, C. (1999), "Case Study — GMTV Competing for Children", International Journal of Advertising and Marketing to Children, Vol. 1 No. 1, pp. 37-42. https://doi.org/10.1108/eb027594