'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...