Children are increasingly the target of highly sophisticated marketing campaigns for food and drink to toys, books, clothes and electronics. Capturing a childÂ?s attention today could mean a loyal brand consumer tomorrow and the competition for their hearts and minds (and those of their parents) is intense.
However, with levels of childhood obesity reaching epidemic proportions and some member states unilaterally imposing restrictions on toy advertising, tougher regulation to protect children is being tabled at national level. This conference comes at a time when EU member state governments are increasingly examining the issue of advertising to children. Many believe that the pressure to act is gaining momentum, and that the EU institutions will take further action, possibly by introducing stricter measures under the Television Without Frontiers Directive, as well as the draft Directive on Unfair Commercial Practices.
This conference, from independent Brussels-based newspaper European Voice, will bring together all the major stakeholders either directly or indirectly involved in advertising to children. It will look at existing advertising codes across Europe Â? both statutory and self-regulatory - and seek to illustrate through a series of speeches and panel debates where they do and they do not deliver, what scenarios are likely in the future and whether 'nutrient profiling' of food and drink products should be used in advertising regulation. Also to be debated is the role that media literacy programmes play in relation to audiovisual policy. The conference asks key stakeholders to set out their vision of the future model for regulation of this sector.
Among key issues to be debated are:
However, with levels of childhood obesity reaching epidemic proportions and some member states unilaterally imposing restrictions on toy advertising, tougher regulation to protect children is being tabled at national level. This conference comes at a time when EU member state governments are increasingly examining the issue of advertising to children. Many believe that the pressure to act is gaining momentum, and that the EU institutions will take further action, possibly by introducing stricter measures under the Television Without Frontiers Directive, as well as the draft Directive on Unfair Commercial Practices.
This conference, from independent Brussels-based newspaper European Voice, will bring together all the major stakeholders either directly or indirectly involved in advertising to children. It will look at existing advertising codes across Europe Â? both statutory and self-regulatory - and seek to illustrate through a series of speeches and panel debates where they do and they do not deliver, what scenarios are likely in the future and whether 'nutrient profiling' of food and drink products should be used in advertising regulation. Also to be debated is the role that media literacy programmes play in relation to audiovisual policy. The conference asks key stakeholders to set out their vision of the future model for regulation of this sector.
Among key issues to be debated are:
- The role of regulation in advertising to children
- Joining up the dots! What alternatives are there for a more Â?joined-upÂ? policy on regulating advertising to children across Europe? What are the present problems and are there better alternatives?
- Should industry be responsible for using the power of advertising to promote images of healthy lifestyles and as a tool to educate the young?
- What is the role of media literacy in developing awareness amongst children of advertising messages?
- Does media convergence require a horizontal regulatory approach?
- What are the roles and responsibilities of all stakeholders Â? parents, teachers, policy-makers, and industry - in addressing these challenges?
- How do policy makers view present regulation and where do they see future policy in this area?
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Chris Schuepp
Young People's Media Network - Coordinator
c/o ecmc (European Centre for Media Competence)
Bergstrasse 8 / 10th floor
D-45770 Marl
Germany
Young People's Media Network - Coordinator
c/o ecmc (European Centre for Media Competence)
Bergstrasse 8 / 10th floor
D-45770 Marl
Germany
Tel: +49 2365 502480
Mobile: +49 176 23107083
Fax: +49 12 125 125 21981
Email: cschuepp@unicef.org
URL: www.unicef.org/magic
Mailing list: http://groups.yahoo.com/group/youthful-media
Mobile: +49 176 23107083
Fax: +49 12 125 125 21981
Email: cschuepp@unicef.org
URL: www.unicef.org/magic
Mailing list: http://groups.yahoo.com/group/youthful-media
The YPMN is supported by UNICEF and hosted by the ECMC.
The opinions and views expressed in this message and/or articles and websites linked to from this message do not necessarily reflect the views of the United Nations or its agencies.
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