Tthe Prohibition of Television Advertising Targeting Children in Australia

In the not-so-distant year of 2004, the television landscape bore witness to an onslaught of 5,500 advertisements, capturing the attention of a demographic that holds both innocence and susceptibility in its grasp—children aged 2 to 11, constituting a significant 22% of the viewership (Cartere 2009). The metamorphosis of children's roles within the modern societal fabric has become palpable, with these young minds assuming more substantial roles within their homes and actively participating in the intricate tapestry of familial shopping habits. Disturbingly, a survey uncovered the prevalence of six highly frequented subscription marketing channels tailored explicitly for children aged zero to twelve.

These channels played host to a spectrum of advertisements, ranging from food to non-food products, saturating the airwaves between the hours of 7:00 and 20:30 (Hebden et al. 2011, p. 127). This unabashed targeting positions children as the unequivocal bullseye of television advertising.

While some may argue that certain advertisements play a pivotal role in shaping the educational landscape for children, there is an increasingly compelling case to curtail their exposure to these alluring yet potentially detrimental commercials.

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The core idea of this exploration lies in advocating for the prohibition of television advertising directed at children in Australia. This is premised on multifaceted grounds, encompassing the profound impact on children's physical health, the potential to mold their moral comportment, the propensity to sow discord between parents and children, and, ultimately, the negative imprint left on the malleable minds of the younger generation.

The Peril to Physical Well-being

Television marketing emerges not only as an influential force on children's physical health but also as a potential harbinger of lifelong habits.

The omnipresence of advertisements, particularly those advocating unhealthy food choices, permeates children's television programming, contributing to the pressing concern of childhood obesity. Recent findings from the Australian Government's Child's Nutrition and Exercise Survey reveal a disconcerting statistic: 23% of Australian children aged 2 to 16 find themselves either overweight or obese (King et al. 2011, p.131). This revelation underscores the urgency to instill healthy eating habits from the formative years of childhood, a responsibility that invariably falls on the shoulders of parents.

Further exacerbating the situation, the Parliament of Australia (2008) asserts, "Food advertising to children, which is selling unhealthy foods, contributes to our obesogenic environment by negatively influencing children's food advertising." This underscores the far-reaching consequences of inundating impressionable minds with a barrage of unhealthy television advertising. To shield the physical well-being of children, it becomes imperative to institute a ban on these deleterious advertisements within the Australian media landscape.

The Moral Quandary

Television advertisements wield the power to influence not just dietary preferences but also the moral fiber of the younger generation. Despite parents' concerted efforts to instill virtuous values, advertisements often counteract these endeavors by leaving indelible impressions on impressionable minds. Baiocco (2009, p.176) notes the profound impact commercials can have on children's beliefs, values, and moral compass, raising concerns about the ethical implications of unbridled advertising.

Of particular concern is the inclusion of violence in television advertisements, a factor that can have a lasting impact on children's behavior. Martínez, Prieto, and Farfán (2006, p.275) contend that violence in advertising permeates various product categories, from sports shoes to cereals, influencing children's moral behavior. Failing to address this issue head-on could have dire consequences for the future conduct of Australian children. Thus, to safeguard the nation's youth and ensure a trajectory of positive behavioral development, the banning of violent television advertisements emerges as a necessary and ethical imperative.

Safeguarding the Vulnerable

Children, by virtue of their tender age and developmental stage, represent a uniquely vulnerable audience in the grand theater of advertising. Their cognitive abilities are still in the nascent stages of development, rendering them susceptible to the persuasive machinations of advertising. Television food advertisements, for instance, have the potential to shape children's perceptions of specific foods, with younger children taking advertised messages quite literally (Ip 2007, p.54). This vulnerability extends beyond individual cognitive realms to impact familial dynamics.

The relationship between children and parents becomes an unwitting casualty of the incessant exposure to television advertisements. Younger children remain impervious to advertising influences on toy preferences, while older children exhibit a malleability that aligns with the advertised allure (Gunter 2005, p.81). The constant badgering of parents to procure luxury items advertised on television can strain familial bonds, creating an environment where children become unwitting pawns in the grand game of consumerism. To avert this inadvertent erosion of family ties, a strategic reduction in children's exposure to television advertising becomes a necessary intervention.

Nurturing Positivity amidst the Ad Abyss

While we described the deleterious effects of television advertising on children, it is essential to acknowledge the potential positive impact that carefully curated advertisements can wield. Advertisements championing vegetables, sports, and wholesome values can play a pivotal role in shaping children's perceptions and choices. Take, for example, the NFL's Play 60 campaign, an initiative imploring teenagers to engage in daily physical activity to counteract the epidemic of childhood obesity (Billman 2013).

However, the challenge lies in dispelling misconceptions that children harbor about the veracity of all advertisements. Despite the presence of positive campaigns, many children continue to view all television advertisements through a lens of unbridled trust. A Lonergan Research study echoes this sentiment, revealing that "77% of about 1,580 South Australians would support a ban on junk food advertising during peak children's viewing times and just 15% were opposed" (Schriever 2013). This underscores the need for stringent regulations to demarcate between advertisements that contribute positively to children's development and those that sow the seeds of misinformation.

Cognitive Development in the Digital Age

Moreover, the impact of television advertising extends beyond the realm of immediate behavioral responses. Drawing from Piaget's seminal work on children's cognitive development, it becomes apparent that children under the age of 7 to 8 lack the cognitive acumen to discern the intent behind advertisements (Piaget et al. 2010, p.50). This lack of discernment places Australian children at the mercy of advertising narratives, shaping their preferences and lifestyle choices based on the images and messages conveyed through the screen.

In the Australian context, the negative influence of television advertising on children's cognitive development assumes a troubling dimension. Children, in their formative years, become habituated to a specific lifestyle projected through advertisements. The danger lies in the potential disconnect between these projected lifestyles and the realities of a balanced and healthy existence. Thus, beyond the immediate concerns of physical health and moral behavior, the cognitive development of Australian children is at stake, making a compelling case for stringent regulations and, where necessary, outright bans on certain categories of television advertising.

A Resounding Conclusion

In summation, the call for the prohibition of television advertising aimed at children in Australia reverberates with urgency and ethical imperatives. The multifaceted impact of these advertisements, spanning physical health, moral development, familial relationships, and cognitive growth, necessitates a concerted and comprehensive approach to safeguarding the future of the nation. The intrinsic vulnerability of children, coupled with