Advertisers to Face Stricter Contols Over Children's Televison

Last week Helen Goodman was at it again. The Labour media shadow minister was urging the consideration of curbing television advertisements aimed at children, between children's programmes. Goodman identified that many parents become frustrated by constant requests by their children for merchandise that they just cannot afford. In an economic crisis such as this it can be disheartening for low income parents to have to say no every time.

If this any indication of the direction of children's advertising, what will that mean for merchandisers trying to communicate their products? Even tougher competition first and fore mostly. Goodman cited the advertising of children's quilts an unnecessary and excessive use of advertising.

"Speaking as a parliamentarian I am not enamoured of ideas to liberalise rules and allow more product placement and merchandising. Governments are also responsible for preventing the economic exploitation of children,"

And there are other issues with television content aimed at children. The projection of a healthy self image has long been debated. Goodman urges the government to discuss potential funding in this area.

The development of such ideas are in their infancy and it is difficult to guess exactly what would replace the majority of prime time slots. And there in lays the main obstacle. An independent adjudicator to oversee all decisions for children's television and advertising is essential. With cuts though this currently looks unhopeful.

It was the contention of Nigel Pickard, former BBC controller of children's television, that the government should be establishing a commissioner position for children's television content through lottery funds. The difficulty however is the long list of other worthy causes tugging at the funds.

A commissioner would be able to provide unbiased controls over content and assure that children are better protected. They do not have adult sensibilities and are therefore vulnerable and extremely susceptible to the television that they are viewing. Tighter controls would drive advertisers to be much more considered in the content they produce.