APA Task Force On Advertising And Children

In the article “Report of the APA Task Force on Advertising and Children” talks about commercials targeting kids. First of all, Advertising didn’t take off until the arrival of various mass media;printing, radio, and television. Secondly, The British Parliament passed legislation in 1874 intended to protect children from the efforts of merchants to induce them to buy products and assume debt. Thirdly, Opportunities to advertise to children further expanded with the explosive growth the internet and thousands of child-oriented Web sites with advertising content have appeared in the past few years. After that, The growth in advertising channels reaching children and the privatization in children’s media use---have resulted in dramatic increase

in advertising intended for the eyes and ears of children. Then, It is estimated that advertisers spend more than $12 billion per year to reach the youth market and that children view more than 40,000 commercials per year. Next, The Task Force on Advertising and Children, responding to its charge, began by reviewing research on the impact of advertising on children, 2 with particular attention given both to the implications of children’s cognitive development to understand the potential effects to exposure to advertising and to specific harms that might result from exposure to advertising. Furthermore, There is a substantial body of scientific evidence addressing all of these basic issues. In Contrast, concerns about advertising that have emerged as a result of new and changing technological capabilities, such as interactive forms of advertising and commercial Web sites targeting children have yet to attract almost any empirical study. Consequently, our research review and conclusions are largely confined to more traditional advertising approaches, although we identify the issues in need of further research within our final recommendations.