Like all businesses, manufacturers and retailers of children's products must comply with advertising laws and regulations. Advertising laws protect consumers by requiring advertisers to be truthful about their products. Failure to comply with advertising laws can result in costly enforcement actions and civil penalties.
Commercials appeal to children, however, these did not become commonplace until the advent and widespread adoption of television. With the advent of cable television, commercials' appeal to children grew exponentially. However, it was apparent that the majority of "consumers" were children.
With this discovery, publishers realized the importance of marketing comic books to young people in raising their potential sales. This resulted in the rise of comic book promotion to the youth market in the 19th century.
In this era, broadcast media radio and television grew in popularity. For advertisers, these mediums expanded their ability to communicate with consumers effectively.
Spot advertisinga novel form of promotion in this era, came to be known as a prodigious way of advertising. This is television advertising where advertisements appear between programmes. Sponsorship arrangements also began to appear. Advertisers linked their name with certain programmes and supported some of the production cost.
A significant opportunity arose for advertisers and marketers with increased numbers of internet users due to the invention of the household computer in the early s. This movement expanded more ways of advertising and intensified the relationship between marketers and consumer.
Concern grew that little children had a significant disadvantage in this secretive form of marketing. This is because advertising could easily manipulate little children as they are less able to comprehend the implicit objective of advertisers.
Since the s there has been a large amount of concern as to whether or not little children are able to comprehend advertisements and the extent to which they do so.
Between the ages of 8 and 11 children only have a partial understanding of selling intent, and it is not until at least the age of 11 that a child is able to fully understand the selling intent of televised advertisements.
Marketers are affected by the broadcasting laws for advertising on TV to little children. There are many stereotypical roles presented to boys and girls within adverting today. These advertisements show little children how society views their gender stereotypes in different categories.
Young boys can be seen to play in a more active role than girls with diggers and cars, where as girls are displayed in a more nurturing and caring role playing with dolls or in miniature kitchen play sets. Presenting these stereotypes to little children this early in their lives can have a greater effect on them in their later years.The Children’s Advertising Review Unit (CARU), founded in to promote responsible children’s advertising, is an investigative unit of the advertising industry’s system of timberdesignmag.com: Director @ Children's .
The Children’s Advertising Review Unit (CARU) is children’s advertising arm of the Advertising Self-Regulatory Council (ASRC), administered by the Council of Better Business Bureaus. CARU serves as the self-regulatory body of the children’s advertising industry.
However, all websites were found to operate in accordance with current Children's Advertising Review Unit (CARU) guidelines which insist on the display of nutritional and parental information.
CARU has an Advisory Board, composed of leading experts in education, communications, child development and nutrition, as well as industry leaders.
The Board advises on general issues concerning children’s advertising and assists in the continuous development of the timberdesignmag.com: Trade organization.