COULTER WANTS CODE OF CONDUCT INTRODUCED ON ADVERTISING TO CHILDREN
“Advertisers know that promoting brand loyalty among younger children about seven years old builds a brand loyalty which lasts for a lifetime. That is why big firms sponsor classroom packs and educational aids. It has nothing to do with their social conscience. It has more to do with them poaching customers early.”
“Similarly, pop-ups on the websites children use on the internet has the effect of using their suggestibility to get them to buy products. Television advertising is even more obvious though there has been more progress made in that area than in either the internet or the classroom.”
“I want to see a comprehensive code of conduct introduced across television, the internet and the classroom which governs the use of advertising to influence children. I am particularly concerned with food items which could lead children to become obese or lead them into health problems such as childhood diabetes.”
“One idea might be to provide a kite mark for internet sites which would need to be present to stop that particular website being blocked by parental controls. Likewise, schools and school governors should look closely at free educational packs in use in their classrooms which may be promoting a product.”