How to Limit the Effects of Advertising on Children
Young children are especially vulnerable to advertisements. They're not always capable of telling fact from fiction and may have difficulty resisting colorful, exciting advertisements. Children and teenagers control $15 billion of their own pocket money annually and influence the spending of up to $600 billion annually. Advertisers know this and children are exposed to as many as 3,000 advertisements a day. Fortunately, there are ways parents and caregivers can limit the effects of advertising on children.
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Instructions
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Limit the amount of time your children spend watching television, viewing the Internet and reading magazines. Watch TV programs that have been prerecorded and skip the advertisements when possible. Be careful of events that are paid for by a particular sponsor. Some retailers use contests or games in order to expose children to their products in ways that get around child advertising laws.
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Teach children media literacy. Explain that companies aren't providing public service announcements. Instead, they're trying to manipulate people into buying a product to improve their profits. Examine how advertisers stretch or misdirect the truth. For example, talk about the wording used in advertisements, such as "made with" real fruit, which is no more factually accurate than claiming a product is "made with" salt or artificial colors.
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Test an advertiser's claim with your child. Compare prices and quality of products if a store claims it has the best prices. Do a side-by-side taste test if a product claims to have the best flavor.
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Teach children the value of money. When children understand that products aren't free, and that money to buy things must be earned, they can better understand the idea of buying only what is needed, rather than buying everything appealing. Give your child the opportunity to earn money, if age-appropriate, then look at how much work it takes to earn money and what different items cost.
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Challenge the idea that wearing brand names, or having the latest gadget, will improve social status. Point out that having coveted things won't necessarily improve overall happiness. Seek out other families who value non-material things. Encourage your child to associate with children whose focus isn't on acquisition. Support other parents who understand how hard it is to fight back against our consumer culture.
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Tips & Warnings
Children under age 5 have a hard time distinguishing television programs from commercials. Limit children this young to exposure to advertising as much as possible.
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