• by John Gaffney , June 4, 2003

Do companies that market to kids do a responsible job? A new survey of more than 200 marketers says no. In fact, 65 percent of the respondents say they fall short of the mark when it comes to marketing responsibly to kids.

When asked which category exercises the greatest level of responsibility, "none of the above" was the top choice, at 28 percent. The toy category placed second, with just 20 percent rating it most responsible, followed by apparel at 14 percent. Food/beverage and entertainment ran one-two as categories that marketers feel have been least responsible in marketing to kids.

The survey ran in Reveries, on online magazine and was sponsored by EastWest Creative. Steve Rotterdam, chief creative officer at EastWest, said he believes better products and a better approach to kids in particular can help the entertainment category.

"In many cases it's about the product," he said. "Kids and parent will respond when you treat them with respect. Kids care. They're aware of marketing messages. They like being marketed to but they can't be taken for granted."

Rotterdam points to "full disclosure" requirements in the toy sector and a greater tendency among apparel marketers to track fashion and kid culture trends as main reasons for why these segments ranked a bit more favorably. He points to The Gap, Nickelodeon and Cartoon Network and Sharpie as brands that get it right. Survey respondents named Nickelodeon a runaway favorite as the most admired marketer to kids, followed by Disney, Scholastic and Pepsi.

"Look at the Gap," he said. "Their marketing celebrates being a kid and integrates the clothing with the experience. "It's clear, simple and straightforward, without overpromising results or unachievable benefits."

Rotterdam hopes the survey enlivens the debate around kids marketing. "Nothing fires up marketers more than scrutiny," he said. "Hopefully this is debate is front center."