Viewpoint – Commercialisation of childhood? The ethics of research with primary school children

This Viewpoint, from Dr Agnes Nairn of the University of Bath, raises her concerns about the ethics of conducting market research on commercial products among children.
  

Viewpoint

Agnes NairnMarketing at the School of Management, University of Bath.

COMMERCIALISATION OF CHILDHOOD? THE ETHICS OF RESEARCH WITH PRIMARY SCHOOL CHILDREN

The 7–11 market has never been more attractive; British children in this age group are estimated to have a personal disposable income (pocket money, gifts, odd jobs) of around $2.7 billion and their US counterparts $20 billion. They influence family purchases to the tune of £30 billion in the UK and $300 billion in the USA. They love shopping and the vast majority have a TV in their own bedroom where they can receive marketing...

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