In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed?

Résumé du document

Advertising is present in all market economies and plays an essential role in our society. It is a tool for growth, innovation and competition which tries to persuade and convince the consumers.

Commercial advertisers' goal is to generate purchases and consumption of their products or services. It is a form of marketing communications used to persuade a specific well-defined, target audience (for instance teenagers, children, men or women). They try to get their messages out via either traditional media such as television, newspaper, magazines, radio or new media such as websites, text messages, social media and blogs.

In the United Kingdom, advertisements must not mislead, cause harm or offend in any way. More specifically, they must respect the CAP/BCAP codes.
Be that as it may, if consumers are misled or offended, they will not logically buy the product anymore. Incorrect advertising will cut into consumer confidence. It is in the best interest of all concerned that a good regulation is set up.
I would like to focus on a sensitive and particular subject: children. They have a specific place on the CAP/BCAP codes.

The situation varies from one country to another. In Sweden, for instance, according to Sweden's Radio and Television Act (1996), advertisement aimed at children are regarded unacceptable and is banned below the age of 12. Germany bans advertisements making a ‘direct offer' to children with any links to children's programme. As far as Greece is concerned, there is a ban for toys between 7am and 10pm (Sherwin, 2011).
Some scholars consider that a ban would be a constraint for the Freedom of speech. In Spain, it is a question of democracy. In France, advertisements prepare children for future life in consumer society. It educates them about the commercial intentions of companies.

In the United Kingdom, industry expenses on targeting them have increased exponentially over the past two decades. £105 billion a year is spent on advertising aimed at children (Jilian Pitt, 2010:7). The advertisers are increasingly considering children as a huge market for product or services with the idea to create brand name preference from the early childhood. There are also considerable differences between the adult-oriented and children-oriented advertisements.

Extraits

[...] Moreover, their principles also ‘limited the use of cartoon characters and celebrities on packaging' (2012:19). This is a good start even though it does not seem to be efficient. A very strong restriction is needed to protect children. (3025 words) References: BCAP Code (2010) London: TSO Buckingham et al. (2009). The Impact of the Commercial World on Children's Wellbeing: Report of an Independent Assessment. For the Department for Children, Schools and Families and the Department for Culture, Media and Sport. Available at http://webarchive.nationalarchives.gov.uk/20130401151715/https://www.ed ucation.gov.uk/publications/eOrderingDownload/00669-2009DOM-EN.pdf Cairns Angus Hastings G. (2009). [...]

[...] In the United Kingdom, industry expenses on targeting them have increased exponentially over the past two decades. £105 billion a year is spent on advertising aimed at children (Jilian Pitt, 2010:7). The advertisers are increasingly considering children as a huge market for product or services with the idea to create brand name preference from the early childhood. There are also considerable differences between the adult-oriented and children-oriented advertisements. However, a lot of factors show their vulnerability. It seems that they are not adequately protected. How can they be protected? [...]

[...] In what way should the UK CAP Codes (CAP/BCAP Codes) be reformed? Advertising is present in all market economies and plays an essential role in our society. It is a tool for growth, innovation and competition which tries to persuade and convince the consumers. Commercial advertisers' goal is to generate purchases and consumption of their products or services. It is a form of marketing communications used to persuade a specific well-defined, target audience (for instance teenagers, children, men or women). [...]

[...] Moreover, they might not be aware of the existence of this process. Finally, children advertisements are also regulated by Ofcom in the sense that this body licences all commercial television and radio in the United Kingdom. Thus, the current regulatory framework allows us to understand how advertisements are regulated in the United Kingdom and how ‘children' is a tricky issue for regulators. Few years ago, most of advertisements marketed children products towards parents who were the main target. But nowadays, they are mainly aimed at children. [...]

[...] About.com Psychology. Available at http://psychology.about.com/od/piagetstheory/a/keyconcepts.htm [Accessed 18 November 2013] Kent J. (2013). Ban all advertising aimed at young children? I say yes. The Guardian. [Online] April 2013. Available at http://www.theguardian.com/commentisfree/2013/apr/11/ban-advertising- young-children-yes [Accessed 2 December 2013] Pitt J. (2010, October) A tangled web, marketing to children. Consumer Focus. Available at http://www.consumerfocus.org.uk/files/2010/10/A-tangled-web-for- web.pdf Sherwin A. (2011). Advertising ban won't stop 'brand bullying', says childhood expert. The Independent. [...]