Finding a Balance

Doing what sells or doing what's right. Many marketers have been faced with this question, yet most are more concerned with what sells. Despite the urge to sell more products at any cost, few companies are beginning to change how they target young markets. Some advocates argue that advertising to children is unethical and should be banned. Others however are taking a different approach.

Self-Regulation seems to be a current trend in marketing to young children. While companies are receiving a lot of criticism from their marketing efforts to children, some are taking advantage of this and making some good press for themselves. Companies such as Chuck E. Cheese, Fisher Price, MGA, Entertainment, etc. have begun to "self-regulate" when creating marketing targeting children.

Fisher Price has said that they test their marketing before implementing it. Not only do they use focus groups made up of children in the targeted demographics, but they also test the marketing on parents. That way they can hear reactions about their campaigns before they begin to air.

MGA Entertainment self-regulates differently than Fisher Price. Their self-regulation sets guidelines for the content that must be including in their advertisements as well as what they cannot use. The said that their marketing cannot over promise. Also the content must include a full description of their products and must not misrepresent the product.

Despite these efforts, some parents still don't see this as enough. In this case, brands remind parents that protecting their children is their own responsibility and not the responsibility of the brand.

I personally feel that for companies to make an effort at all to protect their young markets is admirable. Simply because they are not obligated to. They are recognizing current concerns of parents and helping to ease their concern by implementing self-regulation. At least these companies are making an effort, even if it is to shed a little light on their company. I agree that parents must be the person that ultimately protects their children from this marketing and as a parents they need to praise companies that help them carry out this responsibility.

Information for this post provided by How Can You Advertise to Children Responsibly?