The Ethics of Targeting Children in Advertising
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study
Advertising targeting children has long been a controversial topic due to the vulnerable nature of the audience. Children are impressionable and may lack the cognitive ability to critically evaluate advertising messages, making them susceptible to persuasive marketing tactics (Chin, 2023). Ethical concerns arise when advertisers exploit this vulnerability to promote products, often prioritizing profit over the welfare of young consumers. Research indicates that excessive or inappropriate advertising can negatively influence children’s behavior, consumption patterns, and overall well-being (Adeniyi, 2024). Regulators and consumer advocacy groups have called for stricter guidelines and ethical standards to protect children from manipulative advertising practices. This study examines the ethical dimensions of advertising aimed at children, exploring the impact on consumer behavior, parental attitudes, and regulatory frameworks. Through analysis of case studies, policy reviews, and stakeholder interviews, the research seeks to provide recommendations for ethical advertising practices that prioritize child welfare while allowing brands to communicate responsibly (Okeke, 2025).
Statement of the problem
The practice of targeting children in advertising raises significant ethical concerns due to their vulnerability and limited ability to critically assess marketing messages. This can lead to harmful effects on their development and behavior, while also placing brands at risk of regulatory penalties and reputational damage. Despite the existence of guidelines, there is limited research on the effectiveness of these measures in protecting children. This study aims to address this gap by investigating the ethical implications of advertising to children and proposing strategies for more responsible marketing practices (Chukwu, 2023).
Objectives of the Study
To assess the ethical concerns associated with targeting children in advertising.
To evaluate the impact of child-targeted advertising on consumer behavior and well-being.
To recommend ethical guidelines for advertising to children.
Research questions
What ethical issues arise from advertising to children?
How does child-targeted advertising affect consumer behavior?
Which guidelines can ensure ethical advertising practices for children?
Significance of the Study
This study is significant as it explores the ethical implications of targeting children in advertising, providing insights for regulators and marketers to develop responsible advertising practices. The findings will contribute to protecting children’s welfare and improving industry standards (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to the analysis of child-targeted advertising practices within selected media and regions. It does not extend to all forms of advertising or global policy variations.
Definitions of Terms
Child-Targeted Advertising: Marketing messages specifically aimed at children.
Ethical Advertising: Advertising practices that adhere to principles of fairness and social responsibility.
Consumer Behavior: The actions and decision processes of consumers, particularly children.
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