Advertising Association Conference To Ask Whether Children Understand Advertising

An international conference will be staged on Tuesday of this week by the Advertising Association, as part of the Children’s Programme, the advertising industry’s EU-level campaign to counter calls for a ban on advertising to children.

The conference, entitled “With the Eyes of a Child” will hear report findings from leading European psychologists and researchers who have undertaken a range of studies into how and when children make sense of advertising.

The speakers include Dr Brian Young of Exeter University, who is widely credited with inventing the term ‘media literacy’ to describe the process by which children develop their understanding of media and advertising.

Recent research published by the ITC on the effects of advertising on children suggested that the influence of parents and peers on children’s behaviour was far greater than that of advertising (see Children More Likely To Imitate Parents And Friends Than Adverts, Says New ITC Research).

Advertising Association: 020 7828 2771

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