Policy, Politics and Research

Advertising cannot produce a behavioural effect but is nevertheless presumed to have long term effects on dietary behaviour, exploit gullible children and have a persuasive influence greater than parental guidance, educational influences or other interests not vested in the commercial equations of profit and loss. Advertising has a positive effect on children, although its influence is far less than that of editorial and broadcast comment. The research behind the Swedish Government position on advertising to children is described, and it is proposed that the critics of advertising, in effect, wish to deny children access to commercial television.