Protecting children from the insidious INFLUENCE OF ADVERTISING

Though their circle of influence and persuasion encompasses all, advertisements have an outsized impact on vulnerable children and teenagers. They significantly influence children's preferences, behaviour, health and well-being

- ARUNA RAGHURAM

Ads, ads, ads — there’s no way you can escape them. They are everywhere — in newspapers, television, FM radio, Internet, social media apps, billboards, bus/auto backs and bus stops. Though their circle of influence and persuasion encompasses all, advertisements have an outsize impact on vulnerable children and teenagers. They significantly influence children's preferences, behaviour, health and well-being.

The American Psychological Association (APA) estimates that children view 40,000 commercials annually, primarily on YouTube and social media. In India, surveys estimate that children spend more than three hours per day online, mostly on social media and gaming apps where they are exposed to an avalanche of ads plugging junk food such as wafers, colas, and chocolates.

According to a 2022 research paper published in Pediatrics titled 'Advertising and Young People's Critical Reasoning Abilities: Systematic Review and Meta-analysis', most advertising targeting children is of processed foods and toys. The study found that constant exposure to ads prompts behavioural changes in children, and sharply influences their preferences because “critical reasoning abilities did not appear to be fully developed during adolescence and not found to be protective against the impact of advertising”. It advised “policymakers to ensure regulations to restrict marketing of unhealthy commodities to protect adolescents as well as younger children”.

“All children, especially those below 12 years of age, are highly impressionable. They lack cognitive capability to differentiate between entertainment and persuasive intent. Children get carried away by the catchy jingles, cartoon characters and fun and excitement promised by ads,” says