Children's advertising is a subject that raises many pertinent issues of ethics. Marketers want to know if their huge investment in the children's market is well spent. Parents and educators are anxious to learn how effective this type of advertising is and what sort of impact it has on the children themselves.
Advertising for children and young people is therefore the subject of debates concerning the influence of a product on children's health and behaviour.
Specific actions against inappropriate audiovisual commercial communications need therefore to be carried out.
Rules on advertising have largely evolved in recent years. In most countries, advertising for children is now framed by a mix of legislation and advertising self-regulation where ethical and behavioural standards have to be respected.
A hearing will take place on 1 December involving civil society in the debate and presenting the viewpoints of different stakeholders on that issue. These contributions will serve as a basis for the discussion in the study group and will be reflected in an EESC own initiative opinion to be delivered early 2012.