Children and Advertising Policies in the US and Beyond

Authored by: Amy Beth Jordan , Joelle Sano Gilmore

The Routledge International Handbook of Children, Adolescents and Media

Print publication date:  May  2013
Online publication date:  July  2013

Print ISBN: 9780415783682
eBook ISBN: 9780203366981
Adobe ISBN: 9781134060559


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The ubiquity of advertisements and children’s high exposure rates have led to concern about the effects of advertising on children and have prompted advocates to consider what can be done to reduce exposure or inoculate children to its negative effects (Schor, 2004). In the US, children are exposed to between 24,000 and 30,000 advertisements each year on television alone (Kunkel and Castonguay, 2011). Other industrialized countries report smaller yet impressively high estimates as well (Shah, 2010). In this chapter we provide a brief overview of policy related to advertising to children, including discourse about the fairness of marketing to children, types of advertisements that elicit the most concern, and efforts to mitigate the potential harms of excessive exposure to advertising.

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