Children, Adolescents, and Advertising

Committee on Communications

Advertising is a powerful force in American cul- dren. Networks appear to be violating the law’s in-
tune. It exists to sell products and services. In 1750 BC tent by airing cartoons and claiming them as educa-
the Code of Hammurabi made it a crime, punishable tional programming.3
by death, to sell anything to a child without first In addition to improving the quality of program-
obtaining a power of attorney. In the 1990s, selling ming, the Children’s Television Act of 1990 also lim-
products to American children has become a stan- its commercial time during children’s programming
dard business practice. to 10#{189}minutes per hour on weekends and 12 mm-
American children have viewed an estimated utes per hour on weekdays. Part of this act directs the
360 000 advertisements on television before graduat- Federal Communications Commission (FCC) to con-
ing from high school.’ Additional exposures include
sider whether children’s programs based on toys
advertisements on the radio, in print media, on
constitute program-length commercials. The FCC
public transportation, and billboards. Commercials
concluded that only those shows that include paid
have even entered the classroom through programs
advertising for the toy(s) featured in the program can
like Channel One-video equipment packaged
be classified as program-length commercials. Even
with current events programming that contains
though the FCC has enforced this guideline, it ap-
commercials.
The principal goal of commercial children’s televi- pears that it is too narrow and should address all
sion is to sell products to children, with food and program-length commercials. In addition, the Chil-
toys being the two most frequently advertised prod- dren’s Television Act established the Children’s Tele-
uct categories.2 Advertisers generally use two ap- vision Endowment Fund to encourage the develop-
proaches to sell their products. The traditional ment of new educational programming for children.
method places commercials in programs that are
attractive to children. These commercials promote
EFFECTS OF ADVERTISING ON CHILDREN
products unrelated to the program being shown. The
second approach, begun in 1982, features toy action There have been numerous studies documenting
figures as the main characters of a program. Because that young children under 8 years of age develop-
these programs are often developed by the market- mentally are unable to understand the intent of ad-
ing division of toy companies to market specific toys, vertisements and, in fact, accept advertising claims
they are frequently referred to as “program-length as frue.4’’ Indeed, the youngest viewers, up to age 8,
commercials.” cannot distinguish advertising from regular televi-
The Children’s Television Act of 1990 mandates sion programming.4’ In addition, advertisers have
that all broadcasters carry children’s educational or become adept at circumventing rules and minimiz-
instructional programming as a condition for license ing warnings. For example, the disclaimers “some
renewal. One of the problems of the current law is assembly required” or “when eaten as part of a com-
that stations can cite public service announcements plete nutritional breakfast” are spoken rapidly by the
(PSAs) or short vignettes as evidence of compliance. announcer or shown in small print, and are not un-
These actions may fulfill the letter of the law; how- derstood by most children.5
ever, they do not fulfill its intent. In fact, good evi- Commercials broadcast during children’s pro-
dence exists that the Children’s Television Act of grams also promote foods that may have an adverse
1990 is being undercut already, even in the law’s first influence on children’s health. Television viewing
year of enactment.3 Because programming practices has been associated with obesity, the most prevalent
can be challenged only at the time of licensure re- nutritional disease among children in the United
newal, local monitoring is essential. Local monitor- States.6’7 Food commercials that are broadcast during
ing is the only way to ensure that stations are com- children’s programming often promote high-calorie
plying not only with the letter of the law, but also foods which, when eaten too often, may contribute to
with the INTENT of the law, which is to create a the energy imbalance that promotes obesity.
better television programming environment for chil- The barrage of advertising for food and toys, es-
pecially on Saturday morning television, may also
result in increased conflict between parents and their
The recommendations in this statement do not indicate an exclusive course children.4’5 The American Academy of Pediatrics be-
of treatment or procedure to be followed. Variations, taking into account
lieves advertising directed toward children is inher-
individual circumstances, may be appropriate.
PEDIATRICS (ISSN 0031 4005). Copyright © 1995 by the American Acad- ently deceptive and exploits children under age 8
emy of Pediatrics. years of age.

PEDIATRICS Vol. 95 No. 2 February 1995 295

 EFFECTS OF ADVERTISING ON ADOLESCENTS but rarely seen, especially when compared with ads
Adolescents are capable of understanding the na- against marijuana and cocaine.2
ture of advertisements. However, many of the prod-
ucts advertised to adolescents are harmful to their RESPONSIBLE SEXUAL BEHAVIOR
health. Nearly 90% of high school seniors have tried Billions of dollars are being spent to encourage
alcohol8 and most tobacco abuse begins by age 16. children and adolescents to buy products that are not
Beer, wine, and liquor companies spend over $2 healthy for them, with American advertising mes-
billion per year on advertising and promotion. Cig- sages often including inappropriate sexual innuen-
arette manufacturers spend $3.25 billion per year dos in an attempt to sell their products. Conversely,
solely on advertising.’0” Although the advertisers PSAs for abstinence and birth control products-
insist that their intent is to promote brand selection, which could prevent unwanted teenage pregnancies
an unacknowledged consequence is increased prod- and sexually transmitted diseases including acquired
uct consumption. Good data support this assertion.4 immunodeficiency syndrome (AIDS), remain largely
In the United States, the increased per capita con- forbidden by national network television?- The 1985
sumption of alcohol parallels expenditures on beer Guttmacher report found that the United States has
and wine advertising.’2 In the mid-1970s the per the highest teenage pregnancy rate in the Western
capita consumption of alcohol in Sweden decreased world due, in part, to inadequate access to birth
by 20% after all beer and wine advertising was control products, inappropriate depictions of sexual-
banned. In Japan, consumption of cigarettes has in- ity in American media, and inadequate sex educa-
creased substantially since a massive cigarette adver- tion?- Guidelines for appropriate sexual content in
tising campaign was begun.’3 advertising messages exist and should be followed.24

CIGARETTES RECOMMENDATIONS OF THE COMMITTEE ON

COMMUNICATIONS
In the United States, tobacco consumption causes
over 400 000 deaths per year and contributes to more One conclusion might be to ban advertising di-
than one of every six deaths.’4”5 In 1988 alone, teen- rected at children under age 8 and recommend that
agers spent $1 .26 billion on cigarettes and smokeless all advertising directed toward adolescents should
tobacco.’4 Approximately 2 million teenagers begin promote health. However, the viewing audience can-
smoking cigarettes each year.’4 Despite the ban on not be accurately sequestered by age, and a ban
television advertising of cigarettes, the prominent would also infringe on the rights of free speech di-
display of logos, billboards, and banners in televised rected at older children. Therefore, the American
sports events makes cigarette advertising on Amen- Academy of Pediatrics recommends the following:
can television more prominent than ever before.’6
I . All toy-based programs (as defined by the FCC),
In two recent studies, one-third of 3-year-old chil-
since they truly represent commercials for prod-
dren and nearly all children older than age 6 were
ucts, should be regulated by the FCC.
able to recognize the Old Joe Camel logo.’7”8 By age
2. There should be stricter enforcement of existing
6 the Camel logo is as familiar to children as Mickey
regulations that define the nature and content of
Mouse.’7
educational programs. Strict and heavy fines
Advertising for Camel cigarettes was more effec-
should be imposed when such violations are
tive among children and adolescents than among
proved.
adults.’8 Camel’s share of the illegal children’s ciga-
3. There should be stricter limitations on the
rette market represents sales of $476 million per
amount of advertising permitted on children’s
year-one-third of all cigarette sales to minors.’8
television (eg, no more than 5 to 6 commercial
minutes per hour on weekday or weekend pro-
BEER AND WINE gramming). This would decrease the current lim-
Alcoholic beverages represent a major health risk its by approximately 50%.
to American youth. In 1991, 14 727 young people 4. There should be increased funding of the Chil-
who were 16 to 20 years of age died in alcohol- dren’s Television Endowment Fund. Funds
related motor vehicle crashes.’9 In addition, alcohol is should be used to underwrite the production of
involved in more than one-fourth of teenage suicides high-quality, educational programming for chil-
and homicides, which are the second and third lead- dren. This programming could be broadcast on
ing cause of deaths for that age group.2#{176}Nonetheless, either current public broadcasting systems or a
American children view nearly 2000 beer and wine new commercial-free public station for children.
commercials per year on television.’2 Alcohol adver- This fund should be augmented by a new 10%
tising specifically targets young people by showing surcharge on advertisers who target children and
the supposed advantages of drinking-more friends, adolescents.
greater prestige, more fun, and greater sex appeal21- 5. There should be a ban on all tobacco and alcohol
and suggesting that without alcoholic beverages advertising in all media. This ban should include
teens cannot have fun or be popular. all “passive” advertising in sponsored sports
There is compelling public health interest in pro- events (ie, banners, logos, etc).
tecting children and adolescents against both ciga- 6. PSAs dealing with AIDS should emphasize the
rette and alcohol advertising. Counter-advertising use of condoms as well as benefits of abstinence
aimed at alcoholic beverages or cigarettes is effective for adolescents. Broadcast of advertising for con-

296 CHILDREN, ADOLESCENTS, AND ADVERTISING

 doms and other birth control products should ton, DC: Georgetown University Law Center; 1992
4. Atkin CK. Television advertising and socialization to consumer roles.
also be increased through commercial channels
In: Pearl D, Bouthilet L, Lazar J, eds. Telez’ision and Behavior: Ten Years of
targeted to adolescents and young adults, in- Scientific Progress and Implications for the Eighties. Rockville, MD:
cluding cable. National Institute of Mental Health; 1982:191-200
7. “Anti-drug” PSAs should receive more promi- 5. Liebert RM, Sprafkin JN. The Early Window: Effects of Television on

nent airing during prime time hours. Drug-re- Children 3rd ed. New York, NY: Pergamon
and Youth. Press; 1988
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lated counter-advertising should target ciga-
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cocaine. 7. Wong ND, Hei TK, Qaqundah PY, Davidson DM, et al. Television
8. Funding should be increased to continue the viewing and pediatric hypercholesterolemia. Pediatrics. 1992;90:75-79
study of the effects of television and other media 8. Johnston LD, O’Malley PM, Bachman JG. Monitoring the Future Study,
1975-1993. Rockville, MD: National Institute on Drug Abuse (NIH Pub
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No 94-3809); 1994
9. Parents must educate children to be responsible
9. US Department of Health and Human Services. Preventing Tobacco Use
and informed consumers. A variety of resources Among Young People: A Report of the Surgeon General. Atlanta, GA: US
should be developed to help parents teach chil- Department of Health and Human Services, Public Health Service,
dren that commercials are designed to sell prod- Centers for Disease Control and Prevention; 1994

ucts. These resources should be made available 10. Atkin CK. Effects of televised alcohol messages on teenage drinking
patterns. I Adolesc Health Care. 1990;11:10-24
to parents through schools, libraries, and pedia-
II. Centers for Disease Control. Cigarette advertising-United States, 1988.
tricians’ offices. School-based curricula that teach MMWR. 1990;39:261-265
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be developed and disseminated. the Art Rev. 1993;4:391-415

10. Parents, interested groups, committees of the 13. Kawane H. The influence of the US tobacco industry in foreign markets.
N Engl I Med. 1991;325:815-816
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14. DiFranza JR. Tye JB. Who profits from tobacco sales to children? JAMA.
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16. Blum A. The Marlboro Grand Prix: circumvention of the television ban
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COMMITTEE ON COMMUNICATIONS, 1993 TO 1994 17. Fischer PM, Schwart MP, Richards JW, et al. Brand logo recognition by
Steven Shelov, MD, Chairman children aged 3 to 6 years. JAMA. 1991;266:3145-3148
18. DiFranza JR. Richard Jr JW, Paulman PM, et al. RJR Nabisco’s cartoon
Miriam Bar-on, MD
camel promotes Camel cigarettes to children. JAMA. 1991;266:
Lillian Beard, MD
3149-3153
Marjorie Hogan, MD
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H. James Holroyd, MD
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Bob Prentice, MD DC: National Center for Statistics and Analysis; 1991
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