In an era of diverse marketing and advertising platforms, entertainment and modern culture, children from all over the world are exposed to a great number of marketing and advertising activities.
Children represent a huge market for advertisers. In addition to the purchasing spend they represent and the influence they exert on their parents’ shopping decisions, children who have not yet formed their tastes, desires and preferences become an ultimate target for advertisers and remain as such throughout adulthood.
Children today enjoy wide access to technology and marketing communications and it is evident that children are increasingly media literate. Due to their vulnerability, inexperience and lack of ability to critically reflect on the received information, advertisers should be especially diligent in protecting these young consumers from harmful, potentially deceptive and offensive information.
For example, marketing and advertising to the young generation must not encourage children to be involved in dangerous activities