...it advertising? why we need it? why on TV too much...

Answer by Snorlax
Submitted on 7/21/2004
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By the time the average child in Australia and New Zealand leaves school, he or she will have spent more time watching television, playing computer games or surfing the Internet than sitting in the classroom. And, according to a new report by the Royal Australasian College of Physicians (RACP), most of that media time is not being monitored by parents. The health body recommended that parents not allow children under two to watch TV, limit older children's TV and computer time, avoid using the TV as a "babysitter," and keep TV sets and computers out of children's bedrooms. It also warned about the effects of advertising on young children. RACP spokesman and the report's chief author, Dr. Michael McDowell, said not only are children affected by what they see, but they also are spending large amounts of time interacting with media technology rather than engaging in other, healthier activities. If used selectively and appropriately, media technologies can be beneficial, he stressed. Nonetheless, media remained a major health concern. McDowell said children tend to blur content with its associated advertising, and under the age of eight, were more likely to believe advertising claims to be true. A high proportion of advertising run during children's programs promotes food - mostly "junk" food and candy - said the report, which also cited several studies linking obesity with the amount of time spent watching TV. More than 25 percent of Australian children are considered overweight or obese, compared to 12 percent in 1985. Apart from obesity, the report listed other areas of potential harm for children arising from media consumption, including the effects of exposure to violent or sexual content. The researchers said it was important that parents regulate and monitor their children's exposure to the media, and recommended that governments increase funding to agencies helping parents in this area. They also recommended increased funding for children's media in public broadcasters, and for more research into the health and developmental effects of media on children. In guidelines for medical specialists, the RCAP suggested pediatricians ask about media habits when keeping a record of a child's medical and social history. Advertising pressure The effect of media advertising on children has long been of concern to health bodies, parents and campaigners. According to McDowell, large commercial organizations spend more money on understanding children's development to enable them to exploit them, than universities spend on the subject. The RCAP called for regulation of food advertising during children's TV time, saying "media organizations and the food industry should be held accountable for the consequences of food advertising to children." A non-profit organization called Young Media Australia (YMA) calculates that, with Australian children watching an average of two-and-a-half hours of TV every day, those watching commercial TV are likely to see 30 adverts an hour, 75 a day and 23,000 a year. The Australian Association of National Advertisers (AANA) has a code for advertising aimed at children. Ads should must not mislead or deceive but be clear and unambiguous, it says. They should not undermine parents' authority or status or suggest that those who buy a product are more generous than those who don't. Ads should not suggest that those who have a product are superior to their peers, and they should not encourage an inactive lifestyle combined with unhealthy eating or drinking habits, according to the code. YMA points out, however, that the code is voluntary, and there are no sanctions for non-compliance. The guidelines are regularly "stretched or ignored," YMA president Jane Roberts said Wednesday. "You don't have any sort of consequence when you breach those codes. It's left up to the goodwill of an industry that is under an enormous amount of pressure to increase profits." Roberts said children were being treated as consumers and commodities rather than as children - and at a time when childhood, in the Western world at least, was "becoming a shorter and shorter period of time." "There is a desire to start establishing relationships with the consumer, to convince the consumer to purchase something. It is inherently wrong to try to establish a relationship with children as young as two or three." Roberts said the industry has realized that ads are no longer as effective when it comes to reaching "world-weary watchers of commercials." "But guess what? They are working for children. If you can engage a child, you can get product loyalty, one marketer said to me. But if those children don't have the cognitive ability to recognize the intent behind that message ... then it's wrong. It's not a fair playing field." Roberts said there was an enormous amount of pressure on parents to buy things, and children were become "quite skilled as being able to coerce the parents." Her own daughter, not yet 13, was one of only two girls in a class of 30 without a mobile phone. "I'm an informed parent about this stuff, but I have to tell you - I'm buckling under the pressure." She said the YMA preferred the route of education to legislation, but with evidence that the situation is getting worse rather than better, legislation aimed at regulating the advertising and marketing industries may be necessary. Roberts conceded that critics would complain about "over-regulation." But, she said, worries about too much regulation did not prevent governments from legislating in other matters regarding children, for instance to require that they be educated, or to protect them against abuse. Queries sent to the AANA and to another industry body, the Advertising Federation of Australia, had drawn no response by press time.

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