Legal or jailbait?
Published February 21st, 2006 in GeneralTextually.org has an interesting article which suggests that MPs in Britain are going to call for an inquiry into phone firms targeting of under-fives by using tactics like offering phone covers featuring popular cartoon characters and ringtones from their favourite bands. The Sunday Tribune seem to have covered the story also.
While I see some merit in the MPs’ argument, when is it possible to call children legal or jailbait when it comes to marketing products towards them? We’ve already seen stricter guidelines come about in Ireland governing advertising to children, but surely banning similar marketing efforts would be slightly draconian?
Earlier last week I had an interesting discussion with colleagues about what the average age of children was before they got a mobile phone. Although I’m not a parent, my opinion is that I’d like my child to have one as young as possible. My paternal instincts would want me to always be able to contact them.
Obviously if they have a mobile phone, children are going to be exposed to the marketplace of downloadable games, ringtones, etc. At that point though parents have to step up and ensure that they explain to their child how to use their phone properly and oversee its use. If you’re going to ban the sale of mobile phone covers, you may as well ban children from entering shops altogether. Either way, they’re going to want you to buy something for them. As the person holding the pursestrings, it’s the parent’s duty to explain the concept of money and why they can’t get everything they want. If not, then you’re going to have to buy them that Ferrari for their 18th birthday 
Technorati Tags: Marketing, Mobile Phones, Piaras Kelly
7 Responses to “Legal or jailbait?”
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Ensure you’re comfortable with the emissions from the phone you select for your pre-teen because the jury is still out on SAR’s primary and cumulative effects when measured through the still-developing cranium structures of primary school children.
‘If you’re going to ban the sale of mobile phone covers, you may as well ban children from entering shops altogether.’
I think this is a simplistic argument. You make no difference to children being marketed at, targetted by market research and agressively pursued because of their ‘nagging until my parents buy’ value, and parents entering a shop to look for somthing for their child.
In Sweden, it is illegal to market to under 12’s, and in one example, the catch phrase ‘gotta catch ‘em all’ at the end of the Pokemon cartoon was removed as it was felt that it was stealth marketing. In many European countries, you can’t have ads for toys within five minutes of a children’s programme, although in some countries, this was a voluntary code brought in by advertisers to forstall any attempt at legislation.
I think marketing at children who haven’t even gotten past high infants is difficult to justify in terms of benefit to the children, which is what we must be aiming for. From an ethical standpoint, it is dodgy ground, because young children haven’t developed any mental filters to realise that they are being marketed to, and as they are unable to purchase the goods themselves, children are merely being used for their nuisance value to parents.
While it is difficult to know when those filters are in place, and it obviouslt differs from child to child, and probably country to country, I’d always err on the side of caution.
Simplistic yes, but if you look at a child’s environment these days I think that the argument still holds though.
With all the various mediums children are surrounded by, be it a mobile phone, TV or the Internet, it is becoming harder to enforce such rules. Just look at the Irish example, while children might not see some advertising on the traditional channels, the world of Sky DIgital, etc opens up a world of TV stations where the same rules do not apply.
If they get onto the Internet at all, then how are you supposed to regulate that? A child could go to google, type in Christmas and be faced with Google Ads for the latest toys. I honestly think that parents will ultimately have act as the filters.
I think there is a limit on the protection a parent can give. Most mobile phones will have credit on them, so its like cash in hand. The advertisements for mobile phone- ring tones and wallpapers that take cash from there existing credit is a real worry. I know countless numbers of friends siblings that have been caught out by these companies, having to pay €1.50 per text, simply because they can’t read the words on the bottom, or its off the screen too quick.
I think mobile phone networks should introduce a policy where children under 12/ until 12, can make free calls to 10 numbers e.g. family & close friends. Its quite simple, just release a special sim with every contract an adult signs up for. That way, they can’t be charged by other companies for CRAZEE FROG or whatever garbage is out now!
Breffni, that’s a very good idea. And of course it presents an opportunity for good PR.
Good idea Breffni.
Good Idea??? How is that going to be possible.? How are they going to know who’s using the phone e,g. I order a phone for my kids, put my most frequently used numbers on it and use it myself…. Do you think the phone companies are stupid?
I’ve got three kids and I take the time to explain things to them, your not being a parent if you want someone else to take responsability for what your own kids do..