'Out of the mouth of babes'

This paper seeks to answer a major question: what are the ethical considerations when marketing to children? With growing concern, and criticism, voiced in the international press in recent months about marketing, advertising, and carrying out research with children, it is important to look closely at the background, arguments, and issues that surround the many forms of marketing that involve children as its target.

'Out Of The Mouth Of Babes'... How Should We Be Marketing To Children

Barbie ClarkeandJoe MichaelKids & Youth Research & Consultancy

Introduction

'One of the really notable achievements of the 20th Century has been tomake the young old before their time.' (Robertson Davies, Maclean's, February 22 1993)

Whilst writing our paper for the ESOMAR Congress 2002 (Michael J, Clarke B 'Catch them Young', 2002) about the effects...

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