Our Kids are Overexposed to Ads!

Are your kids pestering you to buy products you don’t need?

Do you avoid taking your kids to the grocery store because you know there will be a “food fight” over what to buy?

Don’t blame your kids!  Blame advertising.

No matter where we turn these days there are ads.  Children, too, are bombarded by advertising that is aggressive and unavoidable. 

Since most ads kids see are for foods high in sugar, salt, and/or fat, there is concern that the constant and increasing exposure to ads will have a negative impact on their long-term health.

Interesting Facts That Parents Should Know:

·  Today’s advertisers spend billions of dollars every year to reach our kids with
   their ads.  These ads not only appear on television, but also on the Internet
   where they are often embedded into online games.  Video games, movies and
   magazines intended for children are also known to feature branded products.

·  Ads try to get kids to spend their own money on products, and also influence
   future purchases as our kids grow up to be adult consumers.  

·  Ads are also designed to get kids to pester their parents for products that they
   think will bring them happiness.

·  Kids are easily taken in by the bright, fun ads with catchy tunes and animated
   characters convincing them buy, ask for and eat foods like sugary cereals, fast
   food and sweet snacks.

·  Children under four years of age cannot consistently tell the difference between
   television ads and programming.  Children under eight years of age generally lack
   the cognitive ability to understand the persuasive intent of marketing messages. 
   Young kids need help from an adult to navigate our commercial world. 
   Even kids as old as 12 need to be reminded to use their critical thinking skills
   to interpret ads.

·  There is strong evidence of a link between exposure to TV ads and childhood
   obesity.

Don’t Let Your Kids Be Misled! 

Take action now to help your kids be more ad savvy with these helpful tips.  You’ll be reducing their “pester power” and protecting their health.

·  Watch shows with your children.  Talk about what you are seeing and hearing and
   how these messages compare with your family values.

·  Help your children understand that ads try to sell them something and that they
   shouldn’t believe everything they see. 

·  Explain to your children about some of the tricks that advertisers use to market
   their product (like offering free giveaways and contests that lure kids to their
   website, using celebrities, telling heart tugging stories, putting Vaseline on
   burgers to make them look juicier, airbrushing to make models look perfect, etc.)

·  Set firm guidelines that limit screen time to less than two hours each day. 
   Help your child pick a show, and turn off the TV at the end.

·  Be clear and consistent.  If you do not approve of a program, or other form of
   media, explain why and help your child choose something better.

·  Keep an eye on the TV.  Put the TV in a spot where you can check on what your
   children are watching.

·  Talk about the difference between “wants” and “needs”.

·  Find better things to do than watch TV or play on the computer. 
   Go outside and be active together.  Click here for ideas to get your kids active.
   ·  Talk to your Member of Parliament if you would like to see stricter rules around
   advertising directed at children.

Helpful Links:

·  Media Awareness Network

·  PBS Kids - Don't Buy It!  Get Media Smart!

·  Consumers International Report on the Marketing of Food to Children on Food
   Company Websites