“Some Assembly Required”: Comparing Disclaimers in Children's TV Advertising in Turkey and the United States

Aysen Bakir
Illinois State University

INTRODUCTION

Although mandated regulations strongly influence advertising practices in a number of international markets (Duncan and Ramaprasad, 1995; Gao, 2005), the global diversity of legal requirements presents a significant barrier to create standardized global advertising strategies (Gao, 2005; Papavassiliou and Stathakopoulos, 1997). In some markets, however, advertising traditionally has been shaped by the level of economic development. As those markets mature and economic-development gaps begin to decrease, it is reasonable to expect that differences in advertising regulations might also diminish (Gao, 2005).

Advertising regulations in the United States and other countries tend to center on deceptive and unfair advertising (Petty, 1996), comparative advertising (Wilkie and Farris, 1975), sex and decency in advertising (Boddewyn, 1991), and advertising to children (Mazis, 1979). Regulations in any country may be categorized (ranging from least to most restrictive) as removing restraints on information flow, enhancing information flow, and restricting information flow (Mazis et al., 1981).