56 On TV, of the estimated 40 000 ads per year that young people see, half are for food, especially sugared cereals and high-calorie snacks. 25 MARKETING TECHNIQUESĪdvertisers spend more than $2.5 billion/year to promote restaurants and another $2 billion to promote food products. These sites are required to provide notice on the site to parents about their collection, use, and disclosure of children's personal information and must obtain “verifiable parental consent” before collecting, using, or disclosing this information.
105–277) was passed, which mandates that commercial Web sites cannot knowingly collect information from children younger than 13 years. 23, 24 In 1998, the Children's Online Privacy Protection Act (Pub L No. Many of these sites use slick promotional techniques to target young people. 23 The content of these sites varies widely, from little more than basic brand information to chat rooms, “virtual bars,” drink recipes, games, contests, and merchandise catalogues. 23 More than 100 commercial Web sites promote alcohol products. Teenagers account for more than $1 billion in e-commerce dollars, 22 and the industry spent $21.6 million on Internet banner ads alone in 2002. 1 THE EFFECTS OF ADVERTISING ON CHILDREN AND ADOLESCENTSĪn increasing number of Web sites try to entice children and teenagers to make direct sales.
4, 5 Increasingly, advertisers are seeking to find new and creative ways of targeting young consumers via the Internet, in schools, and even in bathroom stalls. 3 This targeting occurs because advertising is a $250 billion/year industry with 900 000 brands to sell, 2 and children and adolescents are attractive consumers: teenagers spend $155 billion/year, children younger than 12 years spend another $25 billion, and both groups influence perhaps another $200 billion of their parents' spending per year. 2 Increasingly, advertisers are targeting younger and younger children in an effort to establish “brand-name preference” at as early an age as possible. Several European countries forbid or severely curtail advertising to children in the United States, on the other hand, selling to children is simply “business as usual.” 1 The average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines.
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