Looking to the Future — UK and European Legislation on Advertising to Children Available to Purchase

This paper (originally presented at the Marketing Week conference ‘Advertising and Marketing to Children '99’) examines existing and prospective legislation as it relates to advertising to children through TV, press, radio and direct mail and also examines codes of conduct and discusses key terms such as ‘pester power’ and ‘taste and decency’. The paper then presents a series of figures detailing real life examples of complaints to a selection of advert types. The paper then concludes with an examination of how the future of children's advertising may proceed in the future.