Child marketing

" Ronald McDonald " advertising character from McDonald’s

Child marketing refers to all measures from the marketing mix that are specifically intended to address children.

Child marketing is usually aimed at influencing children in such a way that they make purchasing decisions themselves or that adults, often their parents, make certain purchasing decisions. In a broader sense, however, it also includes influencing ethical-political attitudes and opinions.

Advertising aimed at children in particular is highly controversial, as examples from Coop, Ferrero and H&M show. Marketing in schools is particularly in the focus of criticism .

For ethical reasons in particular, politicians are calling for a legal restriction on child advertising. B. in Switzerland or Germany.

See also

• Pest power
• Whimsy

swell

• Harald Reil: Child Marketing: The dangerous game with emotions . GBI Genios Wirtschaftsdatenbank GmbH, 2013, ISBN 978-3-7379-0809-2 .
• DIE ZEIT: Children's Marketing: Sweet Business
• Ralf Opalka: Kids-Marketing , VDM-Verlag, 2003, ISBN 9783936755244
• TAZ: Fight against child advertising!

Individual evidence

1. ^ Neue Zürcher Zeitung: How parties, companies and aid activists woo school children
2. ↑ kleinreport: Coop: Abuse of children as a marketing tool?
3. ↑ Meedia: “Red card for Ferrero”: Green politicians Künast and Ebner lodge a complaint with the advertising council about Nutella advertising
4. ↑ ze.tt: H&M apologizes for this racist child advertising
5. ^ Carobbio Guscetti Marina, National Council: Food Act. Revision
6. ^ Friedrich Ostendorff, Member of the Bundestag: plenary minutes 15/114