Restrict online marketing, says family body
Children as young as three who use the internet are in danger of being targeted by advertisements trying to sell them something, making them more materialistic and causing disruption to family or peer relationships, claims the Family and Parenting Institute.
The FPI's new report, Business Thinks Family, calls for a ban on the 'wishlists' on toy manufacturer websites, which allow children to send requests for particular toys to their families and friends.
Mary Macleod, chief executive of the FPI, said, 'Parents tell us they are constantly put under pressure by their own children for the latest must-have toy or computer games. This can cause family arguments, as parents tell them that they can't have anything they see advertised on TV or online.'
The FPI is calling on businesses to commit to an information programme to raise awareness among parents and children, adhere to self-regulatory codes and agree to mark advertisements clearly as promotional material.
The report, by Dr Agnes Nairn, who also wrote the book Consumer Kids (News 29 January), focuses on the effect on families of internet marketing, which is less regulated than television advertising and makes no clear distinctions between adverts and editorial content.
The report looks at a marketing on children's internet websites, in particular those with 'advergames' - video games that advertise a product, organisation or viewpoint - such as Stardoll.com and Disney, where the new Little Mermaid DVD is promoted directly above a game called Catfish Club, aimed at children under five.
The report said, 'If children are unable to tell that a business is trying to persuade them to change their mind about a product or service, then they are unable to make a truly informed choice.'
Further information
www.familyandparenting.org
Read the report at www.familyandparenting.org
