Advertising to Children

Abstract

In the modern society, children have already become very important target of advertising. Large numbers of advertisements are aimed at children are broadcasted on TV. However, children have less developed cognitive skills so they are more vulnerable to advertisements, thus they need special protection. There are mainly two types of regulation of advertising to children, one is self-regulation, and the other is statutory control. Limits of the freedom of expression need to be justified. Countries based on their different considerations will choose different regulations. Furthermore, there are alternatives to regulation which can play important roles in preventing children from harm of the advertising.