Children as consumers: is kid-targeted marketing unethical?

Abstract

This thesis explores the element of ethics in an environment dominated by children-oriented marketing addressing the issue of potential influence on this vulnerable category. By integrating theoretical research with empirical studies, this paper explores children's understanding of an all-encompassing marketing setting tailored specifically for their eyes. The paper identifies key issues, such as the ethical dilemma of marketing to children who may not fully understand persuasive intent and the impact of marketing on young consumers. It also assesses legal safeguards and the role of parents or guardians in protecting children from unethical marketing practices. With a comprehensive review of existing literature and new data analysis, the thesis suggests a balanced approach to marketing that respects children's cognitive and developmental stages while addressing the ethical responsibilities of marketers. The paper concludes with a call for a more ethical approach to marketing towards children, emphasizing the need for protections that balance commercial interests with young consumers' well-being and developmental needs.