In Canada, there are rules for advertising to children. Except in Quebec, where all advertising to children under the age of 13 is prohibited under the Quebec Consumer Protection Act, advertisements in broadcast media directed at children under 12 years of age must follow a set of voluntary guidelines called the Broadcast Code for Advertising to Children. The Code does not pertain to ads broadcast on U.S channels. Compliance with the Code is a condition of licence for Canadian broadcasters.

Kids represent an important demographic to marketers because in addition to their own purchasing power (which is considerable) they influence their parents’ buying decisions and are the adult consumers of the future.

Marketing & Consumerism

Young people – who have disposable income and a tremendous influence on family purchases – are the perfect target for marketers and advertisers. This section covers various issues related to marketing that targets children and youth.

Surely you’ve heard of Inspector Spacetime, the cult British TV series that’s run (with interruptions) since 1962. It has a tremendously active, engaged fanbase that’s created blogs, videos and music devoted to it. Oh, and one more thing – it never existed. It was made up as a thirty-second gag on the sitcom Community, as a parody-cum-homage of Doctor Who.

Media Issues
In this section, you will find our collected writings on issues related to the ways that media represents and sometimes misrepresents specific groups of people; how media influence our attitudes and behaviours; and the ethical decisions we make daily as media consumers.
Co-Co's AdverSmarts

This interactive unit is designed to help kids between the ages of 5 and 8 recognize the marketing techniques used on commercial websites that target children.

This is the second part of a two-part blog. The first part looked at some of the more straightforward ways of making money online such as sales, fee-for-service, subscription and brokerage.

One of the most unusual things about Internet-based businesses is that few of them try very hard to make money. Of course, with a very few exceptions (such as Wikipedia) making money is certainly in the business plan, or there wouldn’t be all that venture capital floating around, but in general the approach has been to come up with a good product or service first, and only look for ways to make it profitable after it’s acquired a steady clientele. Hugely important and successful ventures like Google, YouTube and Facebook all started out operating at a significant loss. This pattern continues today: it’s already hard to imagine the Internet without Twitter, but so far that service isn’t earning its makers much money (though you can be sure they’re looking for ways to do that.)

Three well-known companies – Xerox, Starbucks, and the Gap – have recently made changes to their most public face, their logos. Each change has met with varying degrees of success, giving media educators an opportunity to look at just what makes a successful logo work.

For parents, this time of year can feel like walking through a minefield, with ads, decorations and music all aimed at getting kids excited about Christmas. Every year children eagerly ask Santa for the “hottest,” “must-have” toys – and then turn that “pester power” on their parents.

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