Conclusion

Children are a vulnerable audience, with limited information-processing capabilities that constrain their early understanding of the nature and purpose of television advertising. Because of these limitations, young children are more easily persuadable than are older children or adults. They are more trusting of advertising claims and appeals, and they are more susceptible to commercial persuasion. This situation has led over the years to varying legal restrictions on television advertising to children. Advertisers may air no more than 10.5 minutes of commercials during each hour of children’s programming shown during weekends, and they may air no more than 12 minutes of commercials per hour during week-days. In addition, certain advertising practices such as host-selling are prohibited by the Federal Communications Commission. Even with these policies in effect, this topic area remains controversial. Given the huge economic stakes that are associated with marketing to children, debates are likely to continue with regard to the need for further regulation to protect children’s interests.