Advertising to children

Jeremy Hardman

A discussion of how and how not to advertise to children, quoting findings from YOUTHSIGHT, a market report from the Children's Research Unit.

Advertising to children

According to a new report, children are far from vulnerable when it comes to advertising

Jeremy Hardman

Children are at the forefront of the revolution in electronic media. Indeed, they are society's first computer-literate generation. They are among the most active users of cable, satellite, the Internet and Videonet, and pressure to extend family media and communication capabilities more often than not stems from the interest, even knowledge, of children, rather than their parents.

As well as being computer-literate, today's children are increasingly advertising-literate. Research, using non-verbal interviewing techniques, shows that, irrespective of the medium, children from...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands