Aim Of Advertising

Advertising means targeting children for persuading their parents to buy certain products or services. Although this is carried out in accordance with national legislation and advertising standards, this often causes debate, because it influences the alleged buying habits of children.  .Laws as to the manner of these advertisements have typically been created and implemented in current times.  In most countries of the world advertising for children is carried out with a mixture of laws and advertising parameters.  Advertising that is mean exclusively for children is carried out via long-established media – television, radio, and print – as well as the internet and other electronic media. Besides theses sources, attractive packaging in-store advertising, event sponsorship, and promotions are also commonly used. Besides industry-wide self-regulation, independent organizations and the industrial sectors have initiated a vast amount of additional provisions relating to marketing communications meant for children.

In almost all the countries in the world advertising is organized and carried out according to self-imposed rules and regulations. Advertisers, advertising agencies and the media all adhere to and agree upon a code of advertising standards governed by a set of ethical and behavioral rules that all concerned agree to consider and reverse. Usually, a self-regulating, industry-financed body bears the responsibility for the writing, correcting and obeying the code. Accredited advertising agencies are increasingly following regulators. to ensure that any advertising is authorized, moral honest and truthful’, but in most countries, detailed rules are in place for different advertising techniques and sectors.

Advertising Self-Regulation

Advertising self-regulation adheres to many different structures. At the global level, the International Chamber of Commerce has created a global code on including other modes of communications specifying that different forms of marketing communications worldwide must adhere to the regulations of the ICC Consolidated Code on Advertising and Marketing. The code contains a particular segment, describing the special care needed when exchanging information with children.

Advantages Of The Codes

These codes provide a minimum requirement for marketing communications worldwide. National self-regulatory codes, based on the ICC codes, are established, safe-guarded obeyed by local Self-Regulatory Organizations and industry in more than 100 countries and are applicable across a vast spectrum of media, which includes digital marketing communications. The ICC and national codes are reviewed decisively and periodically to ensure that they remain relevant to local, cultural and consumer concerns and that they promote best practice. The ICC Framework is applicable globally but is a minimum standard designed to be adopted and transposed into SR codes at the level of different countries.