The rules also assume that the way in which children perceive and react to advertisements is influenced by their age, experience, and the context in which the message is delivered. The ITC Code of Advertising and Standards and Practice has a substantial section of rules governing TV advertising to children. No judgements have been made against McDonald s in respect of its advertising in the print or broadcast media. These provisions betoken recognition by the industry of the special needs of children for enhanced protection. But this special status must not be exaggerated.
Children learn as they grow.
Even a protected environment cannot and should not guard children from all external influence. Research into children s attitudes demonstrates the overwhelming importance of family and peer group influences in the formation of children s commercial behaviour. Everyone recognises that a balance needs to be struck between the simple provision of neutral information and the extremes of unfair commercial exploitation. Much has been made of the supposed ability of advertising to cause conflict within the family by encouraging children to ask for products that they have seen, read or heard advertised. Children who pester their parents can be found everywhere, in commercialised and under-developed societies.