The advertising industry pays special attention to vulnerable target groups, of which the protection of children is considered the most important. Obviously the advertisements targeting children must be regarded separately from advertisements on children’s products targeting adults or advertisements including children (images of children in families).
When evaluating advertisements targeting children, it is important to examine the targeted age-groups. The domestic regulations are not clear in this matter; the international trend tends to draw the line at the age of 12.
Several European studies examine the relationship between children and advertisements, and the parents’ points of view.
The responsibilities of the advertising industry in general are summarized in the rules regarding children in the Hungarian Code of Advertising Ethics
Certain lines of industry also make pledges within their own powers:
- the major companies of food industry, within the framework of the EU Pledge at the European Nutrition, Physical Activity and Health Platform
- the world’s leading alcohol manufacturers made special pledges of the protection of minors at the European Alcohol and Health Forum in the spring of 2012.
