Parents Do Not Oppose Children’s TV Ads, Finds Survey

Despite moves by the Swedish government to create a European-wide ban on television advertising to children, 80% of parents do not object to ads which directly target their children. This is one of the findings of the latest Sensor survey from CIA MediaLab.

Perhaps unexpectedly, more people without children support such a ban than those who do have children. More women (31%) than men (18%) support a ban on adverts aimed at children and there is a particular concern over ads promoting alcopops like Hooch. Alcopops ads are thought to be attractive to children and are therefore more worrying to parents than ads for toys and breakfast cereal and so on. Furthermore, 23% of people supported a ban on all alcohol TV advertising.

CIA’s findings come as the Advertising Association (AA) has claimed that a pan-European ban on children’s TV advertising would be unworkable. The AA’s findings are drawn from an examination of the current Swedish legislation which bans children’s ads in that country (see Advertising Association Claims Ban On Children’s TV Ads Is Unworkable).

CIA MediaNetwork: 0171 803 2000