How Ads are ADvancing

Samantha Morsink
sm362415@ohio.edu

Advertisements are everywhere. They are a strong form of marketing and communication that we see in any form of media that we consume. It is a powerful tool and as such it has a strong ability to influence consumers. While for marketers and the businesses this makes it a successful and powerful selling strategy, the negative impacts that advertisements have can often be overlooked.

We used to live in a world where ads were primarily in traditional media platforms such as magazines and newspapers or television. This meant that as long as television ads were regulated, the content children were seeing was limited and what they were able to view was able to be monitored to at least some degree. However, with the take over of social media and the internet, advertisements are everywhere, and children are consuming dozens of ads every day. According to the American Psychological Association, advertisers are spending more than $12 billion each year on advertisements targeted to children. As a result, it is estimated that children are viewing more than 40,000 commercials each year.

This mass consumption of media has often been criticized as unethical because of the vulnerability and ability to be easily influenced that children have. While there are some regulations, most apply to children and not teens and with so many ads being places everywhere, even young children are still often exposed to unhealthy ads. Advertisements surrounding drugs, alcohol, smoking, sex, violence and unhealthy eating habits are all being communicated to minors through many media outlets on a regular basis and can result in behavioral changes.

Advertisers seem unbothered by the ethical dilemmas, however. Instead, they work harder to reach minors because they know that they can be easily influenced. Product placement strategies in shows and movies children watch for example is just one way this is being done. According to a study, nearly 20% of fast foods restaurants include the mentioning of a toy in their ads.

Photo retrieved from: https://condo.ca/advertising-unhealthy-food-to-kids-ban-it/

These kinds of advertisements bring into question what should and shouldn't be allowed and how far is too far when it comes to advertising geared toward minors. On one hand, it is a section of the advertising industry that brings in millions of dollars every year. On the other hand, it could be negatively impacting children and the way they grow up.

Personally, I believe that we should have stricter regulations on what is and isn't being advertised. Many other countries have significantly stricter regulations in this regard to protect children. Canada and other countries have passed laws that ban the marketing of foods that are considered unhealthy to children. In France, it is required that ads promoting unhealthy food also provide information about dietary principles.

I believe more regulations like this in the US would be a great step in promoting a healthier lifestyle for young children. These are just a few ways that the US could protect children from unhealthy habits that would lead to the overall improvement of health within the country. I believe that this is the ethical decision to make because health should always be prioritized over monetary value.