Marketing to children

Abstract

The aim of this paper is to evaluate food advertisements aimed at Indian children from the perspective of ethics and morality in marketing to children. The cognitive abilities of children develop slowly and hence advertising targeted at children should be carried out within an ethical framework and should not drive irrational or harmful behavior. Therefore, the objectives of the study are to assess the quality of marketing campaigns aimed at children in India including television advertising and digital marketing campaigns and propose ethical and effective marketing activities/techniques that inculcate good and socially responsible behavior in children and at the same time effectively convey the value proposition of the product .The results of this study suggest a simple checklist of guidelines for food marketing to children in India that is in line with international guidelines and at the same time is also in tune with India’s unique culture and sensitivities. The checklist is applicable for TV advertising, print advertising and digital marketing for food products.