• by June 14, 2001

Since children have become an increasingly important market for advertisers, much television advertising is aimed at them. If you're targeting this market internationally, here are some caveats and penetrations in a variety of worldwide markets.

A recent international study has examined the wide diversity in the practice and regulation of television advertising to and for children, with special emphasis on food advertising, in thirteen developed economy countries: Australia, Austria, Belgium, Denmark, Finland, France, Germany, Greece, Netherlands, Norway, Sweden, United Kingdom and the USA.

Food advertising comprised the largest category of advertised products to children in virtually all countries. The extent to which advertising influences children's eating habits has become a matter of debate, with consumer organizations and advertising interests often taking opposing views.

- Children's ability to comprehend advertising depends on their age. Children under the age of six have difficulty distinguishing between advertising and programs. It is not until around the age of 12 that most children have developed a fuller understanding of the purpose of advertising.

- Sweden and Norway do not permit any television advertising to children under 12 and, no advertisements at all are allowed during children's programs.

- Australia does not allow advertisements during programs for pre-school children

- In the Flemish region of Belgium, no advertising is permitted 5 minutes before or after programs for children.

- Sponsorship of children's programs is not permitted in Denmark, Finland, Norway and Sweden while in Germany and the Netherlands, although it is allowed, it is not used in practice.

- The research for this report found 34 advertisements an hour to children in Australia, more than double that found in many European countries and up to 15 times as many as in Sweden and Norway. The second highest level was found in the USA, with the UK having the most within Europe.

- Confectionery, breakfast cereals, and fast food restaurants overall accounted for over half of all food advertisements. Confectionery was the largest category comprising nearly a fifth of all food advertising.

- Advertisements for healthier foods such as fruits and vegetables were either non-existent or extremely few in number.

- The highest levels of confectionery advertising were found in Greece and the UK, four times more than found in Germany, and over 35 times as much as in Sweden.

- The USA and Australia topped the list for breakfast cereal advertising.

- The most prolific advertiser was McDonald's found in virtually every country. Other widely advertised brand names were Nestlé, Kellogg's, Mars and Cadbury's.

- In most participating countries there are few or no specific rules concerning food advertising to children beyond the rules which must apply to all advertising.

You can read more about the report here.