Essay, Pages 2 (404 words)
Through out the case the focus has been on two major problems, firstly, whether the product, i. e. Cereals has a significant nutritional value. And secondly whether the practice of advertising to children is justified even if the product ranks high on the nutritional scale. A few of the major problems are stated below. The high sugar content in children’s cereals has been debated to be the cause for obesity, cholesterol and other health problems such as heart disease.
Yet some say that the cereal with milk and sugar is a nutritionally adequate food.
Claims made by companies like Kellogg say that in fact it is more nutritious than a normal serving of canned fruit, presweetened cereals do not cause children to get “hooked” onto sugar, 3. There have been contradicting messages being sent out by governing bodies such as the Federal trade commission (FTC) Relevant information. In 1973 the FTC set up a task force to investigate the issue of children’s advertising.
In 1977 the Action for children’s television (ACT), & center for Science in Public Interest (CSPI) submitted reports to call for a full ban on the advertising of sugary, in-between-meals (snack) foods to children. In 1978 the FTC staff proposed a ban on children’s advertising.
Yet the FTC Improvement Act passed in 1980, prohibited the FTC from promulgating children’s advertising rules. This was attributed to a change in the Washington Administration propagating that some special favors were being performed for a select few.
In 1984 the Federal Communications Commission (FCC) also eliminated its guidelines on children’s advertising. This continued till in 1991 the congress approved the Children’s television Act. Which restricts time allowed for advertising during children’s programs to 10. 5 minutes per hour on weekends and 12. 5 minutes per hour on weekdays. A combination of the first three solutions would be the ideal solution to the problem at hand.
Stricter regulations are a must if we want the companies to be more prompt in their production and advertisements. It is equally important for the parents to realize the affects of not only the products but also the advertisements associated with them. The first step in bringing about this should come from the manufacturers who should take social responsibility and at the least let the public know what their products contain. Hence, significant efforts from all the related parties are essential to bring about a permanent solution to this problem.