Journal of Direct, Data and Digital Marketing Practice

TABLE 1

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Pop-ups, pop-unders, banners and buttons: The ethics of online advertising to primary school children

Agnes Nairn and Alexander Dew

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Table 1. Guidelines for content of on-line advertising to children

Figure and tables index
On-line advertising to children.
Guidelines for Content.
1.Do not show situations which are hazardous or could result in physical, mental or moral harm to children.
2.Do not show inappropriate sexual or violent material in advertising to children.
3.Do not advertise products which are illegal for children.
4.Do not drive a wedge between children and their parents by encouraging pester power.
5.Do not imply that a product will result in greater acceptance by peers by conferring qualities of bravery, loyalty or superiority.

  Source: Advertising Standards Authority (ASA), Direct Marketing Association (DMA), Children's Advertising Review Unit (CARU), European Association of Communications Agencies (EACA) and International Chamber of Commerce (ICC).

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