Objective: To examine trends in the marketing and advertising of products to children and adolescents.

Design: Synthesis of existing research on marketing and advertising targeting youth audiences.

Subjects and Setting: N/A

Intervention(s): N/A

Outcome Measure(s): N/A

Results: Companies have long advertised products to children, including toys, fast food, and candy, and television remains the most commonly used medium for this type of advertising. Opportunities to target young television viewers have increased with the addition of more specialized channels, and companies are also increasing their advertising presence online and through new digital technologies. Online advertisements are not subject to the same federal regulations as television advertisements and are often longer and feature content no longer allowed on television, such as tobacco. Marketing techniques can be traditional, including repetitive elements and catchy features, or more complex; increasingly, advertisers are using stealthy techniques in which the line between the advertisement and the program content is blurred. Young children are particularly vulnerable to this type of advertising because they are less able to understand the persuasive intent of commercials. Parents must take active steps in order to change how their children perceive advertisements and behave after viewing advertisements.

Conclusion:  Companies continue to market their products to children through television and online media, often using stealthy advertising techniques to which children are especially vulnerable. New digital technologies provide opportunities for companies to expand their advertising presence to children, often in unregulated space.  © Center on Media and Child Healthreturn