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Deanie Wimmer ReportingThe American Academy of Pediatrics today issued harsh warnings about the effects of advertising on children. They say it's time to take the ads out of adolescence.
One of the big concerns is the pervasiveness. Young people will see as many as 40-thousand ads a year, not all on TV.
Many companies market to kids in ways like this. What parent hasn't been asked to go to a fast food restaurant, not for the food, but the toy inside?
The Vandams try to steer their kids to games and dvds available at the library. But despite their concerted efforts, toys with the popular brands-- including Disney princess dresses-- are among the popular items in their home.
Elizabeth Vandam/ Age 5: "My friend has a dress like this with the pictures of the princesses and that's what I want for my birthday."
Ellen Vandam/ Mother: "They're exposed to it all over the place, always wanting the biggest, most popular thing. It's a big deal."
It's this bombardment that concerns child experts like U of U Department Chair Cheryl Wright. She fears a growing materialism in young kids and financially stressed parents.
Dr. Cheryl Wright/Family and consumer studies, U of U: "I think some of the issues are that there are so many more products for young children and the cost of these products has gone up tremendously."
"It's a group that needs to be protected. We need to be cautious about what we are marketing to them."
The American Academy of Pediatrics also raises concerns about ads for Viagra and the confusion that creates for young audiences.
Jane Brown PhD/ Media Researcher: "It's unbelievable that we have kids watching this much sex, our kids are listening to all the time without messages of health."
Ellen Vandam: "He's watching a football game with dad and a commercial comes on for Victoria's Secret. He notices that, he says, 'Wow, that lady...'"
Researchers also point to the effect ads have on children's food choices and nutrition. They see a direct link between the two and a half billion dollars marketers spend on food and our growing problem with obesity. They urge parents to be the first line of defense.
Chris Vandam/Dad: "A lot of the things we see on advertisements we would consider special things that we use as possibly rewards."
Cheryl Wright: "It's a great opportunity for parents to help children understand the economics and manipulation that might be going on with marketers towards children."
In other words, teach kids to be media literate, so they better understand the goal of commercials.
Limit TV time to 2 hours a day, to limit exposure to tv commercials.
And when you see inappropriate ads, write or email advertisers. Parents should address letters for inappropriate commercials to:
Children's Advertising Review Unit, Council of Better Business Bureaus
845 Third Ave
New York, NY 10022
