August 25, 2006

REGULATIONS: Children´s advertising: new rules (BRAZIL)

Children´s advertising: new rules

The National Counsel of Advertising Self-Regulation (Conar) has published new ethic rules for the advertisement of products aimed at children and adolescents. The advertisements aimed at the children´s-juvenile audience should, according to the body. respect the ?lower discerning capacity" of this segment. ?An audience with their personalities still being formed, presumably inapt to answer in a mature way to the consumption appeals?, says the document published by the institution.

According to the new rules, which are already featured on the Brazilian Code of Advertising Self-Regulation, the advertisements aimed at the zero to 18 years range can no longer adopt children and adolescents suggesting or recommending the consumption of a certain product to other children; cause any type of discrimination, particularly of those children who for any reason are not consumers of the product being announced; use the journalistic format, thus avoiding that the advertisement gets mixed up as news; to make use of situations capable of instilling fear; and impose the notion that the consumption of a certain product will provide superiority or, with the lack of it, inferiority.

full article at:

Chris Schuepp
Young People's Media Network - Coordinator
Youth Media Consulting GbR
c/o ECMC (European Centre for Media Competence)
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