CONSUMERIST: CASSA – STOP USING CHILDREN IN ADVERTS!
The Consumers Association of Subang and Shah Alam Selangor (CASSA) and the Selangor Consumer Council (GPNS) want to thank the over 300 emails and SMS
received supporting the above cited theme to from all parts of the country and certainly the 6 that came from the US, Australia, Singapore and the UK!
The pertinent question is will this exploitation of children continue in Malaysia or will the relevant authorities accept our memorandum and say NO! to this immediately?
It is just not only Malaysian children that are exploited but children all around the world are bombarded with television advertisements manipulating them and through them their parents and as for children telling them bad food is good food!
Do you know for the record the UK has the highest level of advertising to children in Europe, according to a study by Consumers International released in November comparing advertising during 20 hours of children’s television. Only the USA and Australia had higher levels of advertising.
In the UK there are no restrictions on the amount of TV and Radio advertising to children beyond those which apply to all advertising.
Many other countries have restrictions.
• Sweden and Norway do not permit any television advertising to be directed towards children under 12 and no adverts at all are allowed during children’s programmes.
• Australia does not allow advertisements during programmes for pre-school children.
• Austria does not permit advertising during children’s programmes, and in the Flemish region of Belgium no advertising is permitted 5 minutes before or after programmes for children.
• Sponsorship of children’s programmes is not permitted in Denmark, Finland, Norway and Sweden while in Germany and the Netherlands, although it is allowed, it is not used in practice.
In virtually all the countries in the survey (Australia, Austria, Belgium, Denmark, Finland, France, Germany, Greece, the Netherlands, Norway, Sweden, the UK and the USA) there were more advertisements during kids’ TV for food than any other type of product, with advertisements for confectionery, breakfast cereals (mainly sweetened) and fast food restaurants making up over half of all food advertisements in the survey.
The most prolific advertiser overall was McDonald’s with commercials for the fast food chain found in virtually every country.
A previous study has shown that just over half of Australian 9 and 10 year-olds think that Ronald McDonald knows best what is good for children to eat.
And certainly sad that such advertising is often credited with promoting that bastion of consumer freedom – choice?
But the fact remains that the choice that food advertising presents children is largely between one candy bar and another, the latest savory snack or sweetened breakfast cereal or fast food restaurant – hardly the kind of choices which encourage a healthy, balanced diet!
As such the Consumers Association of Subang and Shah Alam Selangor (CASSA) and the Consumer Council of Selangor (GPNS) calls upon the Malaysian government for an immediate halt to using children in advertisements and for greater protection of children from misleading, unfair or excessive amounts of advertising particularly