Children and the Commercial World: Exploring the attitudes of children and parents June 2011
Contents BACKGROUND
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EXECUTIVE SUMMARY
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INTRODUCTION
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ON BEING A PARENT
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PARENT’S CONCERNS
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WHO HAS MOST INFLUENCE ON CHILDREN?
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THE SEXUALISATION OF CHILDHOOD
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CONCERNS ABOUT COMERCIALISATION OF CHILDHOOD
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CONCERNS ABOUT MEDIA CONTENT
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CONCERNS ABOUT ADVERTISING AND MARKETING
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DISQUIET ABOUT ADVERTISING CHILDREN SEE
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ADVERTISING AND MARKETING MESSAGES
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PERCEIVED VULNERABILITY OF CHILDREN TO ADVERTISING
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CAN ADVERTISING BE POSITIVE?
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REGULATIONS
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INAPPROPRIATE ADVERTISING
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BRAND AMBASSADORS
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PESTER POWER
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CONTROLLING USE OF DIGITAL EQUIPMENT
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PARENTS’ RESPONSE TO COMERCIALISATION AND SEXUALISATION OF CHILDHOOD
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VIEWS OF CHILDREN
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Background In December 2010, the Bailey Review was launched by Government to address the ‘excessive commercialisation’ and ‘premature sexualisation’ of childhood. The Review is part of the Coalition Government’s pledge to ‘crack down on irresponsible advertising and marketing’.
In response to the Review, Credos commissioned Dr Barbie Clarke to conduct qualitative and quantitative research to explore parental concerns of childhood today. The intention of this work was not only to contribute to the Review, but also to further our understanding of the impact of advertising and marketing on children.
This report provides a detailed analysis of the qualitative research conducted.
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Executive Summary §
Parents voice very real concerns about outside influences that are more to do with the pragmatic business of ensuring their kids grow up reasonably happy, reasonably successful, and fit and healthy.
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The concerns that exercise them the most include safety, digital technology, peers, teachers, the education system, and the economy.
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The economic climate, change of government and policies, and uncertainty about their children’s future is making parents reassess their role, and there is a shift to blaming the ills of society not outside but within the family – though it tends to be other families rather their own who are to blame.
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Parents do not appear to blame advertising or marketing per se for their very real concerns about the effects of commercialisation on their children.
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More to blame is the exposure children have from a very young age to non-children’s TV, music channels, the internet (also accessed through smart phones, DSi, iPod, Xbox Live, PS3 etc.), catch-up TV and iplayer, and the availability of TV story lines on-line. All add to an overwhelming sense that children are being exposed to adult messages far too early.
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Most parents appear to recognise and acknowledge that it is their duty and responsibility to protect young children from unsuitable content, and to explain and interpret the messages their children receive.
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When their children are older, this responsibility is somewhat relinquished, and they hope their children will act sensibly.
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They recognise that they cannot protect their children entirely from commercialisation, and they recognise that it is part of the world in which their children live.
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They claim that a childhood without advertising or marketing would not adequately prepare their children for the adult world.
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They hope that advertisers, and indeed regulatory bodies, will act in the best interests of them and their children.
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Introduction Qualitative research was carried out in February 2011, and an Omnibus survey was carried out in March 2011. Qualitative research included six focus groups with parents lasting two hours, and six paired depth interviews with children aged 6-16 lasting one and a half hours. Researchers were highly experienced children’s researchers with training in child development, and the questionnaire for the Omnibus survey was based on the outcome of the qualitative research.
The findings surprised the research team in that there does not appear to be overt criticism of advertising and marketing to children from parents. Far more important are tangible issues such as fear of stranger danger, crime, concern about their child’s future, especially education, and an unease about the amount of digital technology that their children consume. While there is acknowledgement that their child appears to be growing up too quickly, much of this is attributed to the plethora of media content that children are exposed to through multi-channel and catch-up TV, the internet, music, video games and magazines. Some of this includes content that is clearly not appropriate for children, and is sometimes explicitly over-sexualised, violent or confusing for child consumers.
Parents mostly feel powerless to stop their children from being exposed to such content. This is partly because it would mean limiting their use of digital technology, which is considered unfair and potentially socially excluding, and partly because the nature of digital media meant that other than for the youngest children (under 9), children could access content on a wealth of different media (including smart phones) without parental supervision.
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Parents feel that it is their duty as parents to explain the commercial world to their children. While they welcome guidance on this (especially relating to digital media), they do not feel it is the role of government or regulators to protect their children. They do, however, expect regulators to ensure that advertising and marketing does not exploit their child’s naivety, and are mostly happy with the regulations in place, although they feel they are written somewhat obscurely.
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On Being a Parent Parent express a mix of pleasure, doubt and some anxiety about their role. For parents of younger children there is exhaustion, and wonder at the pace at which their child develops. Young children constantly questioning and giving a running commentary on what they had seen and heard is highlighted; children are prone, it is pointed out, to overhearing things without fully understanding their meaning.
In middle childhood (8-12) children are beginning to be influenced by peers, and are becoming skilled in their hobbies and achievements. There is a sense that the move to secondary school holds excitement for the future, but is also symbolic in that their child will become far more independent. Children begin to be adept at using technology. There is, though, concern about this, and parents concede that they probably use technology as a substitute for allowing their child to go out to play, which generally is not considered safe.
Parents of adolescents are probably most challenged when it comes to dealing with their children. The constant pushing of boundaries and questioning of authority can be wearing for a parent. On the other hand, they enjoy their adolescents’ energy and delight in discovering new things: new music, clothes, and technology. Their proficient use of digital technology often astonishes and bewilders parents. “All she does is talk on her phone in her room, and Facebook and BBM and I haven’t got a clue who they are” “You feel you’ve relinquished control” BC1C2 mum of 16-18 year olds, Hertfordshire 8
Parents’ Concerns Parents were asked in the qualitative research what concerned them most as parents, and answers were fairly consistent across the groups, although they differed by age.1 1. Their child’s future
Parents express a general concern about their child’s future, and the world in which they are growing up. Mums of children in middle childhood (8-12) express concern about celebrity culture. One example is Cheryl Cole, much admired by girls in this 8-12 age group, but sometimes appearing too sexualised (e.g. a poster wearing scanty clothing). Mums of girls notice a preoccupation with appearance, and a growing embarrassment about, for example, getting ready for PE.
Dads are noticeably more concerned about overt sexualised behaviour. They are particularly alarmed by music lyrics, street culture and attitudes, a climate of swearing, and highly sexualised behaviour. There is great worry too about their child’s future: getting into college; college fees; getting a job. There is a sense that parents feel inadequate about helping their children out, especially financially. “They want an easy route to a job with a lot of money and there are no jobs anyway” BC1C2 mum of 14-16 year olds, Birmingham
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‘I’m interested to know what sort of concerns you have, now that your children are at this age.’
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“My daughter is now talking about not going to ‘uni’ because she doesn’t want a huge debt. I can’t afford to pay for her” BC1C2 mum of 16-18 year olds, Hertfordshire “I feel terrible because as a parent you think you should be providing for them – not putting them into debt” BC1C2 mum of 14-16 year olds, Birmingham
2. Crime
This is an issue that is particularly alarming to parents, and there are mentions of child abduction, and the Soham murders. The existence of 24hour televised news, with graphic film and accounts of disturbing and sometimes violent events, makes this very real to parents, and while aware that incidents such as child abduction might be sensationalised, it does not prevent them from feeling anxious.
Parents of teenagers are particularly concerned about knife crime, and the threat of getting mugged – several children, or their friends, had experienced this. “You hear about the twins that got kidnapped in Soham, years ago – the amount of kidnappings and murders and stuff that have been all over the TV – that seems more than it used to be. It seems to be on the TV every five minutes” BC1 dad of 4-7 year olds, Manchester 10
3. Personal safety
Parents admit giving their children mobile phones in order to ensure their safety.2 There is particular concern about older children once they become more independent. Some children have evening jobs (in supermarkets etc.) and parents go to great lengths to collect their child from work, rather than allow them to walk or travel home alone, even though this can be particularly inconvenient to the parent.
While parents of younger children are not too concerned about road accidents, mainly because their children are personally escorted everywhere, there is more concern expressed once children became more independent, often coinciding with starting secondary school.3 For parents of older teenagers, concern about their children beginning to drive is a particular issue. “I’m really worried about him driving and being out there on his own – I know how other people drive” BC1C2 mum of 16-18 year olds, Hertfordshire “The other day my daughter went somewhere on the tube and I was like ‘Oh my God she’s’ never been on the tube before!’” BC1C2 mum of 16-18 year olds, Hertfordshire
It is interesting to note that the Carphone Warehouse reports an increase in mobile phone sales to rising Year 7s (i.e. children starting secondary school) at the end of the summer holidays (source: Clarke, Goodchild, Harrison, 2010). 2
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See Note 2 above, source: Clarke, Goodchild, Harrison , 2010.
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4. Digital Equipment
Children are adopting digital equipment at a young age, and it is not uncommon for children six years old and upwards to be using Club Penguin and Moshi Monsters4. These sites, although regarded as safe, still give the opportunity to ‘chat’, and this alarms some parents of younger children. Most parents of children under 11 claim to monitor their children’s use of the internet; use tends to be in public areas, but as children become older their child’s use of digital equipment does become an issue. This is partly because from around 11 the use of digital equipment appears to take their child away from them. Their child might be physically in the home, but actually on their mobile, or social networking, and in another, separate world from which parents feel excluded. Many parents join Facebook in order to ‘monitor’ what their child does, but often the child refuses to be ‘friends’ with them (mainly in the case of boys).There are examples cited of children setting up two Facebook pages, one for communicating with family, and the other for communicating with friends. There is a sense that digital equipment is something parents feel they have to provide for their children – otherwise the child might be socially excluded. An example is the Wii: many children appear to have it, and in this case advertising is cited as putting pressure on families to purchase. Generally, though, the pressure to own digital equipment is perceived to be from children’s peers who appear, to parents, to compete to have the latest phone, laptop, hand-held device.
Parents of older teenagers feel particularly alienated from their child’s digital world, giving examples of their teenagers texting each other when in the same house. There is a general sense that their children are spending too long using digital technology, although most parents feel powerless to stop 4
Clarke, Goodchild, Harrison, 2010.
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this happening. There is also concern about, and some had experienced, their child being cyber-bullied.
Being aware of the dangers of the internet in terms of stranger danger is high amongst parents. Several parents of teenagers have been to talks at school, and while most believe that their children are sensible about the way they use the internet, several mums express very real anxiety about what their children are doing online. Some feel that children could be naive, and inadvertently share too much information online on their social networking sites.
Accessing unsuitable material such as porn, either by mistake or deliberately, also creates anxiety. Some parents do use protection software, monitoring software, and Google’s ‘Safe Search’, but these are seen to be sometimes futile measures, as many children have smart phones from age 11 or 12. Other parents do not feel it is necessary to have firewall protection, partly because this could become an inconvenience when using the internet themselves. Most mums of teenage boys feel that downloading porn is an inevitable phase their boys go through, and although they do not like it, they do not feel they can stop them from doing so. Most parents are concerned about the games their children play online or through games consoles, although there is still a sense of hopelessness about trying to police this. Many children are playing games under age, for example ‘Call of Duty’, and parents know that they often play with friends, sometimes in other people’s houses. Interestingly parents feel it is their duty to censor and control what their children are doing with digital equipment, particularly with games.
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“It’s the videogames I hate. The fact that you can’t censor what your children are seeing at other children’s houses.” BC1 dad of 4-7 year olds, Manchester “It’s a nonsense to say it’s got a rating on it, because you can’t enforce it.” BC1C2 mum of 16-18 year olds, Hertfordshire “We have really locked it down really tight. We have got really strict control over them. I think we are quite boring actually” BC1C2 mum of 14-16 year olds, Birmingham “My daughter’s having really horrible messages on MSN and so I said to her – ‘why are you having it?’ She says everybody has it….. it frightens me because I think she’s getting down and thinking everybody’s thinking horrible things about her” BC1C2 mum of 14-16 year olds, Birmingham
Overall parents acknowledge the benefits of digital equipment and the internet for their children: they can watch TV, do their homework by using Google, talk to their grandparents using Skype; but they do feel it takes over their children’s lives, and they recognise that it is replacing traditional media.
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5. Children growing up too quickly
This is a real preoccupation amongst parents, and seems particularly an issue for parents of girls; the blame is often placed on access to technology, but includes access to multi-channel TV. For example, a mum of a 5-6 year old said her child had switched from being obsessed with ‘Princess’ to wanting to watch Hannah Montana, but she also knew that other girls talked about the character and she did not want her daughter to be left out.
BC1 mums of younger children are concerned that their children grow up too quickly, but they believe it is impossible to stop. They claim instead to focus on creating firm boundaries: controlling their diet, instilling good manners, attempting to have rules about what media is consumed. C2DE mums do not feel they have so much power to insert boundaries, and tend to feel that what their children do, even at a comparatively young age, is sometimes beyond their control. Overall all mums and dads feel that their children are growing up far quicker than they did at the same age, and there is a sense that they know far more and are less naive than they were. There were many comments about the radically different world their children are growing up in compared to when they were children: no computers, no mobile phones, no 24/7 news.
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Who has the most influence on children? Parents project much of the blame for children being allowed too much freedom, getting older younger, and having access to unsuitable media content, onto other parents. Examples were given of parents in Big Fat Gypsy Wedding allowing their children to dance in a highly sexualised way. They feel that it is very much their duty, as parents, to set boundaries and as far as possible control what their children are doing, particularly when they are under 12. To some extent this may be a class issue; it is noticeable that ABC1s insist that they do set boundaries, whereas C2DE parents are more likely to feel powerless in trying to protect their children, believing that they cannot prevent their children from visiting friends, and that it is the friends’ parents who are more laissez faire. “It’s the other kids’ parents; they let them do things and watch things I wouldn’t allow.” C2DE mum of 7-11 year old, Manchester “Some kids just push their parents more; it gets difficult as they get older.” C2DE dad of 11-14 year olds, Croydon “Parents like us are trying to set boundaries and do the best for our kids.” “Other parents are the ones who are allowing their kids to have access to inappropriate products and TV and passing it on to our kids.” BC1 dads of 7-11 year olds, Croydon 16
Older siblings, not surprisingly, also have an influence on their younger brothers and sisters, although it is still felt to be the parental influence that has most impact within the family. Friends, however, are considered an even bigger influence, which fits in with the blame placed on other parents. Even parents of 4-7 year olds feel that peers have an influence on their children. Equally, schools have an influence, mainly because this is where they meet their friends. It is recognised, however, that schools can and do have an influence on teaching their children good ‘safe surfing’ habits, which parents appreciate.
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The Sexualisation of Childhood Some parents are quite sanguine about this and acknowledge that there has always been a degree of sexualisation. Others appear to be concerned about what is happening in schools (for example the teaching of sex education in primary schools) and express concern that their children are being taught sex education at a young age.
Perhaps not surprisingly it is dads of teenage girls who are particularly exercised by this, citing daughters’ propensity to dress in a way that could be seen as provocative, having complex beauty regimes, and desiring a body piercing. Interestingly, these fathers also commented that their wives appear to support their daughters and encourage such behaviour. Parents are, however, genuinely concerned that there is a culture amongst girls which dictates that body image is all that matters, and that this might incite eating disorders because of girls’ obsession with being slim and looking good.
There appears to be a general culture of promoting sexual imagery to sell products, and it is felt that manufacturers should take responsibility for this. Once again, digital equipment is criticised for this. “[Cover of dance games for Wii] Girls on the front with their kit off – and these are meant to be from age 3 and over!” BC1C2 mum of 14-16 year olds, Birmingham
Retail outlets are criticised for the promotion of unsuitable products, such as expensive designer brands putting pressure on children to buy
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certain products and achieve certain looks. Dads resent how much these cost. “My son wants a Superdry jacket; so would I, but have you seen the price of them?!” BC1 dad of 7-11 year olds, Croydon
Parents with girls are critical of the skimpy and revealing clothes promoted to pre-teen and teen girls, and particularly the promotion of padded tops and bras for girls under 10s (Asda was mentioned). “They’re taking their innocence away from them too young” BC1C2 mum of 14-16 year olds, Birmingham
Music and music videos come in for a lot of criticism, mainly for the explicit sexual and violent nature of the lyrics, as well as the dance moves that accompany the music videos, which are seen as highly sexual and provocative. Parents of 7-11 year olds are especially concerned about music lyrics. Often most music is heard on the radio in the car on the way to school and other activities. Cited especially was Miley Cyrus, wearing very little and dancing in an overtly sexual way, and Katy Perry, who mums assume might appeal to younger children, but whose lyrics are very sexually explicit. “I think the majority of it does come from music – more so that TV” “You think it’s a harmless channel (MTV) – it’s just music – and then you look at it” BC1C2 mums of 14-16 year olds, Birmingham 19
Parents’ main concern is that they do not want their child to believe that sex is a commodity, and that it is apparently portrayed out of the context of a relationship. “Is that what my lads get the impression girls should be like? Perfect body, can sing beautifully, wearing hardly any clothes and jiggling around? I want them to have a nice decent, clean living girl!” BC1C2 mum of 14-16 year olds, Birmingham
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Concerns about the Commercialisation of Childhood While parents are undoubtedly concerned about the commercial world and its effect on their children, there is resignation that it has become the norm, and that children are exposed to a plethora of media from an early age. This is blamed very generally on ‘the media’, by which they mean TV, magazines, radio, newspapers, the internet. Linked in with their children growing up quickly, there is a sense that the media to which they are exposed means their children are learning more and absorbing more at an earlier age than ever before. Parents of younger children blame advertising on children’s TV for inciting a never-ending request for ‘wanting’, although they qualify this by saying that their children also forget what they have seen quite quickly, and move on to the next thing they want. Ads for Disneyland can also create problems - ‘they will never want to go to Pontins, will they?’
BC1 dads of 7-11 year olds are particularly vociferous, using the term ‘aggressive marketing to kids’, and their concerns centre not so much on advertising and marketing that target their children, but more towards brands which target and appeal to teens/young adults that their kids aspire to have. As mentioned earlier, of most concern, and this was reflected in other groups, are music videos and lyrics, music TV channels, and programmes that overtly show explicit sexual images (the X Factor Final was cited).
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Concerns about Media Content 1. Television
There is scepticism about the 9 o’clock watershed because programmes such as Hollyoaks and East Enders are on far earlier (from 6.30 pm and 7.30 pm respectively) and contain storylines with highly controversial and adult issues. The number of programmes promoting celebrity and fame, and with it seemingly easily achieved wealth, is also highly criticised. Included in this is the X Factor and Celebrity Big Brother, but also footballers who have high exposure on television. “X-factor has made kids believe that being on a TV show is the answer to all their prayers” “People like Jordan are to blame, what has she really achieved, other than being famous?” “My boy believes that there is no point in working hard at school, because if he becomes a footballer he will be earning a fortune; what he doesn’t realise is that is not likely to happen.” BC1 dads of 7-11 year olds, Croydon
To some extent this reflects a general concern about the influence of celebrity on their children, and the fact that they do not always make very good role models.
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On the other hand, mums of teenagers do praise some programmes that they feel inform their teenagers and which they can watch together; programmes such as Channel 4’s ‘Beauty and the Beast’, ‘The Joy of Teenage Sex’, ‘The Sex Education Show’. 2. Print – Magazines and Newspapers
While there is nothing in the content to concern parents in magazines for younger children, older children reading gossip magazines and tabloid newspapers does create alarm, encouraging unrealistic expectations about desirable lifestyles and products. “It’s even in the newspapers and Sunday supplements, you can’t stop them from reading these, but it does establish celebrity lifestyles as normal” BC1 dad of 7-11 year olds, Croydon
There is also concern amongst mums of 7-11 year olds that tabloid newspapers are particularly fond of lurid headlines that can be seen in newsagents – such as a footballer who is said to have had a ‘three-in-a-bed romp’. Explaining that to a child can be tricky.
Pre-teen (from age 8) and teen magazines (from age 12) for girls are criticised for their price (£2.99 or £4.99), and the cover mounts that appear to prompt the adoption of unsuitably early fondness for make-up or nail varnish. Content is also inappropriate – ‘they had things about dating’ – and sealed packages to protect the cover mount means that content is not seen until the magazine has been purchased. A ‘gossip magazine’ such as Now or OK! might have an
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innocuous picture of Cheryl Cole or JLS on the cover (appealing to pre-teens), but inside inappropriate pictures of Jordan. There is a call for the target age of the magazine to be clearly displayed on the cover, so that parents can make a judgement about the suitability of the magazine.
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Concern about Advertising and Marketing Mostly this is not seen as a huge problem compared with other issues expressed, and parents in the qualitative research do not spontaneously blame either for the concerns they have about their children.
Even when prompted in the qualitative research, advertising and marketing comes quite low in parental concerns. There appears to be many distressing things to worry about before the commercial world of advertising and marketing is blamed. To put in context, there is no doubt that we live in a riskaverse society (largely driven by the media), so concern about stranger danger is rife amongst parents. In fact, research5 shows that there is no more likelihood of a child being abducted now than there was 50 years ago (when children played out all day with no real supervision), but sadly when it happens we hear about it through the media.
It is also important to point out, however, that this does not mean that parents are not concerned about advertising, marketing, or the commercialisation of childhood. They are very conscious that children are exposed to a huge amount of media – greater than they had when they grew up – and the reality, parents believe, is that their children have to learn to deal with it. It is also true to say that many parents feel on the back foot when it comes to fully understanding the media children consume. Fear of the unknown is not positive, and as pointed out earlier, parents are very concerned about their children’s use of digital media.
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Creighton, S., and Tissier, G. (2003) Child Killings in England and Wales. NSPCC, London
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There does not appear to be huge concern about marketing amongst parents with children under 7. Interestingly, when they do express worries, it is not so much products targeted to children per se that concerns parents, but the general adult messages that children are picking up through the media.
Parents are not as concerned about their children seeing advertising targeted to children as they are about their exposure to adult content. Parents claim that children over the age of 6 or 7 are watching adult programming as much as they are watching children’s TV, and this means there is less protection and control over what they see (e.g. alcohol advertising). They might be exposed to advertising that is targeted to teenagers or adults, and therefore are likely to ask for expensive products that are for teenagers or adults. For example, X Factor is a brand with a marketing machine behind it, and children are picking up on products, lifestyle, and beliefs through watching the show, reading the magazines and going online.
In terms of children’s digital use and marketing, there is little awareness of cookies, but one father did have a vague notion that children could be identified, and advertising then targeted to them. “I have read about things … in the newspaper a long time ago, but it stuck in my memory.” BC1 dad of 7-11 year olds, Croydon
Generally, however, parents are quite relaxed about the advertising that their children see.
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“At the end of the day, you have got to think, these companies have got to sell their products” BC1C2 mum of 16-18 year olds, Hertfordshire
They acknowledge that advertising is just part of the world they live in, and that children have to accept it as part of their normal world, but it is clearly not something that exercises parents too much, or that they think about a lot. “But the fact that it is there all the time means you just accept it and they all think it’s the norm - and it’s the normal standards – especially when its body image.” “We take it with a pinch of salt ... but with the kids – whether they do talk about it themselves or whether they do take more notice of it – I don’t know.” BC1C2 mums of 14-16 year olds, Birmingham
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Disquiet about advertising children see Although on the surface parents are not overly concerned about advertising, they do when prompted begin to make links between advertising and their disquiet about other issues of concern, such as the commercial world their children are living in, and the over-sexualised nature of what their children are exposed to. The main problem is that advertising appears to create unwelcome desire for things, which can make it tough on parents. “A lot of the things I have put higher up the list [of concerns] are a knock on effect of advertising” BC1C2 mum of 14-16 year olds, Birmingham
Parents of under-12s discuss the advertising of toys, and not surprisingly, this is particularly a problem around Christmas time. “‘Leading up to Christmas, it’s just toys all the time. That’s when it becomes a bit more of a concern to me because it’s relentless.” BC1 dad of 4-7 year olds, Manchester “You get all these Barbies that do all these fantastic things then when you get them home you get this cardboard box and a doll… it isn’t all singing, all dancing.” C2DE mum of 7-11 year olds, Manchester
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As discussed, much of parents’ disquiet about the advertising their children are exposed to centres on branded fashion. Advertising for fashion and clothes appears to be particularly problematic: Nike, Adidas and Lelli Kelly (targeted to girls aged around 5-11) were constantly mentioned. Parents of teenagers claim that much of their shopping behaviour is now online, which exposes them to online marketing techniques and constant emails with special offers. “I don’t know what it is they do in that advert, but she wants Lelli Kelly shoes. I don’t know if it’s the song or what” BC1 dad of 4-7 year olds, Manchester “I don’t think my son is old enough to critically appraise what he sees on TV and the products which are promoted. He doesn’t question whether he needs them, he believe that if he has them he will be accepted and like his idols. It is only as we become adult and through life experience we are able to make a bit more sense of it all.” BC1 dad of 7-11 year olds, Croydon
Also mentioned are expensive digital technology and gaming equipment, make-up and cosmetics, music (especially rap music), and alcohol. The latter is particularly a concern amongst parents of teenagers; alcohol they feel is depicted in advertising as fun and being very cool - WKD (vodka) being particularly mentioned. Some parents cited over-sexualised images associated with perfume advertising – Joop Homme in particular, and Lynx advertising. There were constant references to advertising that appears to be explicitly sexual, projecting perfect images and perfect bodies. 29
Advertising and marketing messages In terms of genre, it is advertising for fashion and technology that appears to create most unease. As mentioned above, cited particularly was the advertising for Lelli Kellly shoes, which is very persuasive, they claim, to young girls. Traditional media such as TV comes to mind in relation to advertising and marketing; other forms of advertising are not as well recognised, and therefore perhaps less of a threat to parents. Mostly the participants in our research had to be prompted for examples of other forms of advertising and marketing.
Cinema is considered as having particularly inappropriate messages by fathers of younger (4-7) children, showing fast food, fizzy drinks, and popcorn. In-school marketing is not a huge issue, and although parents recognise that there are several schemes that promote supermarket vouchers, mostly this is considered beneficial to the school.
Print advertising is a problem for parents with children over 7, mostly because of the blatant sexual messages associated with them, and the accessibility of the magazines to children. There is also, as explained earlier, a real concern about gossip magazines promoting an unrealistic celebrity lifestyle.
Outdoor advertising is not top of mind, although Marks and Spencer advertising for knickers was cited, not for the product but because it depicts ‘perfect bodies’. There is less concern about advertising on radio, though music lyrics can be a problem. Several parents said that their children sing along to radio adverts, which are usually heard on car journeys to and from school. One father mentioned advertising for dating agencies which he had heard while listening to the radio in the car with his young children (7-11). 30
Advertising online does create some concern, mainly because parents feel they are less able to monitor what their children are seeing. Parents speak of ‘pop ups’ and banner ads, but are fairly vague about the nature of this advertising. Some of the advertising that they are aware of, however, is completely inappropriate, such as advertising on SNS for gambling, or cosmetic surgery. Younger children using sites such as CBBC, Moshi Monster, and Club Penguin is not an issue as there is no advertising, so the problem only arises when children graduate to ‘grown up’ sites such as Facebook (around 9-10 in some cases).
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Perceived vulnerability of children to advertising It has been shown that parents in the research were fairly relaxed about advertising. They believe that advertising to younger children is well-regulated and not a real cause for concern, and advertising that older children see is mostly on family TV programmes that they claim the whole family watches, so they feel they have a degree of control over the content. Parents of younger children express annoyance rather than concern about toy advertising, and joke that sometimes the ads are better than the programmes. There does not appear to be an issue, in parents’ views, between children making a distinction between advertising and programming. For this reason, there were no calls for banning advertising targeted to children, even when asked this question directly. The issue for all parents is the type of advertising that is targeted to adults or older teens.
On the whole, parents feel that their children are quite vulnerable from around 7 (when they begin to use / watch media without supervision) to around 12. After that they believe that children are quite attuned to advertising and its purpose. They are not too worried about the messages received, especially compared to the other issues that concern parents, including explicit and sexualised music videos and violent digital games. TV scheduling is blamed as much as anything for giving children the opportunity to view adult advertising – programmes such as Midsomer Murders and Loose Women are on during the day.
There were some mentions of media awareness taught in schools, and this being on the curriculum in Year 9 (13-14 year olds). 32
Can advertising be positive? Parents, on the whole, are pragmatic about advertising. There is a sense that it is part of the world they live in, and that without it children and teenagers would not learn about the commercial world. Their disquiet, as has been seen, centres on explicit sexual messages that are not targeted to children, but which inevitably they see. Once children reach the teen years it is accepted that children learn about the world through their media consumption, including advertising and marketing. For younger children, it is believed that advertising teaches them about the real world. “There is an influence, but it’s not necessarily a bad influence. It does obviously help them make decisions about what they want.” BC1C2 mum of 16-18 year olds, Hertfordshire “I think advertising has got a lot more influence on them that what I have, but I hope my views have got a lot more influence than the advertising.” BC1C2 mum of 14-16 year olds, Birmingham “[If advertising were to be banned] It would be a shock when he became a grown up.” “If they weren’t exposed to advertising now, I’d feel that we were leading them a lie.” C2DE mums of 7-11 year olds, Manchester
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Regulations Generally parents are hazy about advertising regulations, but they all assume that there are some, and they also know that is it possible to complain about ads, although most are unsure where they would complain. There is a strong assumption made that advertising, especially that targeted to children, is wellregulated. Interestingly, parents are aware peripherally of what their children are watching on TV, but admit that they do not necessarily sit and watch children’s TV with their children. “I don’t police what they’re watching, because I think it should be policed for me” BC1 dad of 4-7 year olds, Manchester The assumption is made by all parents that it is the government that is regulating advertising. There appears to be fairly low awareness of the ASA, although some parents did mention it as the regulator. “Isn’t there a body that you complain to? Is it ICT” “The Broadcasting something or the other” C2DE mums of 7-11 year olds, Manchester “I think the regulation is working because apart from the minor irritation of the toy stuff at certain times of the year, the rest of it seems pretty innocuous” BC1 dad of 4-7 year olds, Manchester
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Generally there is doubt expressed about whether regulations are completely adhered to. For example, parents believe that toys advertised often appear to be larger than in reality they are. There is also confusion about the watershed, and parents are convinced that ads unsuitable for children are shown before 9pm, but it may be that they are getting confused with TV programming. “I think they draw a very fine line.” BC1C2 mum of 14-16 year olds, Birmingham
Having seen the regulations, parents mostly feel that they are adequate, although there is some concern about children under 15, and videogame advertising is mentioned specifically. There is a strong sense from parents of younger children that the terms ‘special’ and ‘magical’ are used frequently to promote toys, and that this can be misleading. Parents also dispute the clause that refers to children being ‘encouraged to ask their parents’; this they feel is risible. “[Clause 9 - don’t encourage children to ask their parents …] That’s rubbish because they do.” C2DE mum of 7-11 year olds, Manchester “That’s rubbish … they do everything so the kids say ‘I need that” BC1C2 mum of 14-16 year olds, Birmingham
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Overall, despite their cynicism, parents feel that the regulations are adequate, and if anything are more than they expected. However, they do feel that regulation exists to protect the advertisers, rather like an insurance policy, and that the wording (‘mumbo jumbo’ as a few described it) is almost deliberately obscure.
In terms of advertising on the internet, this is a real area of concern, and it is believed that there is little or no regulation. There is also awareness that it is a very difficult medium to regulate because the content is by no means from the UK alone. “I don’t think there’s enough regulation on the internet: I don’t like these popup adverts. There should be more regulation” “It doesn’t feel like there’s any regulation around selling on the internet” “The things is, adverts are coming from all over the world; that’s the thing about the internet. So how would you monitor adverts from other parts of the world?” BC1C2 mum of 16-18 year olds, Hertfordshire
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Inappropriate Advertising Sometimes this can be embarrassing and create real tension. Most parents of 7-11 year olds think there is ‘inappropriate advertising’ on TV, despite the 9 o’clock watershed that is supposed to protect their children. They admit that their children are exposed to adult advertising, although when they do see it they claim that it mostly goes over their child’s head. There were several examples given where difficulties had arisen. An example is in store (Boots) with a life-size cut out of JLS advertising condoms. This caused parents of under 12s confusion, as it is assumed that JLS appeals to pre-teens. There were also several mentions (in Manchester and Birmingham) of the advertising for CSL sofas with scantily clad women. It was also pointed out that in clips advertising films (on TV and film channels) it is always the violent or sex scenes that are shown.
Parents were shown several ads to find out how well they think the regulations are working. There is an assumption made that TV ads are like films, going through a process of vetting and checking beforehand. When shown the ads that had been banned, there was concern that they had been approved in the first place, raising concerns that the ASA only regulates when there is a complaint. “I assume they look at everything before they get the complaints from the public?” BC1 dads of 4-7 year olds, Manchester “TV ads are looked at before they go on screen aren’t they?” BC1C2 mum of 14-16 year olds, Birmingham
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There was particular debate about the Quorn ad6 and why it received complaints; some find it very funny, depicting family life very well, and worrying that it was too like a ‘nanny state’ to ban it, others are quite concerned that their children might be influenced by it. Not surprisingly, level of concern is partly driven by the age of their child, with parents of younger children expressing more disquiet. “You know what kids are like; they might start to act it out” BC1 dad of 4-7 year olds, Manchester “It’s extremely aggressive” “It’s like a normal evening in my house” BC1C2 mum of 16-18 year olds, Hertfordshire “We’re such a nanny state – to me, that last one, I didn’t take the violence in that; I thought it was quite funny” C2DE mum of 7-11 year olds, Manchester “Have they never sat round a table with kids?” “They’ve clearly never been to my house” BC1C2 mums of 14-16 year olds, Birmingham
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See Appendix 4
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Equally, some were unsure why the Vauxhall ad received complaints, while others could understand that it might give children wrong ideas. Parents were re-assured, however, to see that Barnardos, FlexFleece and Diesel were banned. Mums were quite taken aback by Flex Fleece7 as the girl appears very young. “That’s shocked me” BC1C2 mum of 14-16 year olds, Birmingham “She’s only young” BC1C2 mum of 16-18 year olds, Hertfordshire
Some parents could not understand why Vitamin water was banned – but could accept why on explanation. Parents were, however, pleased that the London Dungeon ad had been banned, and the Tango ad, leading to a belief overall that the vetting process is working.
7
See Appendix 4
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Brand Ambassadors There was equally debate around the subject of brand ambassadors, although the term had to be explained to parents. Using celebrities is an issue because they are seen to have a strong influence on children, especially as they get older, and as we have seen earlier, are not always ideal role models. Using celebrities to promote brands on Twitter or Facebook is also confusing; many parents were surprised this happens, and most are not aware of exactly what Twitter is or how it works. There was recognition of product placement in popular soaps and films. “This has been happening with fashion for years” BC1C2 mum of 16-18 year olds, Hertfordshire “The first thing that springs to mind is those Cheryl Cole hair adverts. My daughter asked: ‘Does she really use that shampoo? I said ‘Does she heck.” “I don’t agree with it but I think it’s clever.” C2DE mums of 7-11 year olds, Manchester “To me I don’t really care whether Peter Andre talks about Costas coffee or not” BC1C2 mum of 16-18 year olds, Hertfordshire “It makes sense for that brand to pay that person.” BC1 dad of 4-7 year olds, Manchester
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Parents are split about using children as brand ambassadors. For some it is ‘a bit of fun for the kids’, allowing them access to ‘freebies’; for others it is not a good thing. This is not necessarily class-driven; parents are sceptical about the motives behind peer-to-peer marketing, although conscious that this is part of the commercial world in which their children live. They would be concerned if their child was given a very large item, or if Hanna Montana began tweeting about Lelli Kelly shoes. Some feel that it exploits children, and is unfair practice. Essentially, if it is happening, parents want brands to be open and transparent about it. “Kids are easily led” BC1 dad of 4-7 year olds, Manchester “Hasn’t it always been like this, that things get talked about through word-ofmouth?” BC1C2 mum of 16-18 year olds, Hertfordshire
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Pester Power There is a sense that children pester for products (e.g. Lelli Kelly). However, parents are reluctant to directly blame advertising for much of the pester power that occurs, because they see it in the wider context of celebrity culture, TV scheduling and programming, and the way goods are marketed, rather than advertising per se. They also blame peer influence, which is especially prominent in teenage years, and particularly drives the wish for digital equipment (examples include the trend for all teens to have a Blackberry). Many younger children aspire to emulate their parents – for example, with a Fisher Price mobile phone – and parents think this is a natural part of development, and quite acceptable. There were examples given of free toys with goods that could create pester power (Clarks YoToy was mentioned), although parents believe it is a welcome extra (given that they would be buying Clarks shoes for their children anyway).
Christmas is, not surprisingly, challenging for parents who are dealing with constant requests from younger children (especially a problem for aged 8 and under). However, parents generally accept that pester power will occur, and they have to learn how to deal with it. “You kind of get used to negotiating in the end. When it first started I found it challenging, but I’m not as concerned about it now.” BC1 dads of 4-7 year olds, Manchester “It’s life, I have learnt to cope with it.” BC1 dad of 7-11 year olds, Croydon 42
Controlling use of digital equipment As we saw earlier, parents have very real concerns about their children using digital equipment. While parents of younger children feel they able to monitor what their children are doing, once the child reaches adolescence this becomes far more difficult. “Before he had his lap top the computer was in a communal room, so I would be in the room, maybe watching telly, so he was never on his own, whereas now he’s in his bedroom with his door shut” “Mine (concern started) when she got the Blackberry, because they’ve got access to the Internet.’ BC1C2 mums of 16-18 year olds, Hertfordshire
But is also a general acceptance that digital technology is part of their child’s life. Parents of younger children described how their 3 year olds are taught to use a ‘mouse’ in nursery school, and had stories of young children being given mobile phones, and schools supplying iPads to children as well as using Kindles. “One of my friends – her son’s 6 next week – she’s bought him a £50 mobile phone” C2DE mums of 7-11 year olds, Manchester “It’s what they can do with the technology that worries me” BC1 dad of 4-7 year olds, Manchester
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Parents spoke of their children using the Internet to search for goods such as clothes and make-up. They often order things that their parents are not aware of, just because it is free. “My daughter trawls through the Internet for free products and orders things that she has no use for. Some pull up nappies arrived the other day. She does it just because it’s free.” C2DE dad of 11-14 year old, Croydon
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Parents’ response to the commercialisation and sexualisation of childhood As we have seen, parents are more worried about issues such as crime and abduction than they are about advertising and marketing. Blame for the overcommercialised world in which their children are growing up is placed as much on the wide media content children see as it is on advertising per se. Having raised the issue of advertising and marketing with them, they are aware that there are flaws, but they are more concerned with the exposure their children have to very real situations involving crime, violence and sexuality. “I have much more concern about the content of programmes than I do about advertising, like why is my five year old wanting to watch programmes for 15 year olds.” C1 mum of 5 year old, Croydon “The most important thing is to keep the violence off the screens, sexual things, things like that – not (worried about) clothes and holiday ads – we live in a different world – (too much happening) to worry about what toys are being advertised.” BC1C2 mum of 16-18 year olds, Hertfordshire
There is little awareness of Media Smart, although a few parents know CEOP. When asked what they would like to say to companies that advertise
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and market to children and young people, there were messages about adhering to the regulations, and being aware that children are young and vulnerable (mentioned especially by parents of younger children), but ultimately it is media content providers and celebrities that they want to tell to ‘tone it down’. “Don’t put so many ads on around kids’ TV” “Don’t put parents in an awkward position to buy things they can’t afford” C1 mums of 5 year old, Croydon “I would have more of a message for TV programmes and celebrities than I would for advertisers” BC1 dad of 7-11 year olds, Croydon
“Could there be regulations around Facebook and Youtube, around what they can see and do?” C2DE dad of 11-14 year old, Croydon “Have advertising regulated by parents – invite them on the regulation board – ultimately we are the real world aren’t we?” BC1C2 mum of 14-16 year olds, Birmingham
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Views of Children 1. Children’s use of Media
Not surprisingly, the children in the research are enthusiastic users of digital technology. Younger children (from 5 in our research) are heavily supervised online, often by their dad as some mums do not feel confident in using it. “I’m only allowed to go on with my daddy when he gets home from work; it is very precious and it might get broken.” BC1 girl, 5-6, Croydon
They are particularly fond of SNS from around 11 years. They admit to using it extensively, often for several hours a day. “Normally I just go on and check it, to see if people have sent me stuff, but without doubt I go on it every day” BC1 boys 11-12, Hertfordshire “I could be on it for 3 hours when I get home – it’s on in the background of my laptop” “If I could go back to the day when I got Facebook I probably wouldn’t get it .. because it just takes over. You don’t realise it at the time but you are always waiting to check it .. you say everything over Facebook, so you’ve got nothing to say to the person’s face. It just takes over your life” C2DE girls 13-14, Birmingham
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“On Facebook you can find out about things. Everybody updates their statuses, so it’ll be like ‘I’m going to get a new game’ – they advertise stuff” BC1 boy 11-12, Hertfordshire “I tell people on Facebook. Like I’ve got a new PlayStation or something like that. Not really on BBM – that’s just for talking, like what are you doing at the week-end? Facebook is for talking about your personal life, and stuff that you’ve got.” BC1 boy 15-16
Mobile phones also feature a great deal. Blackberrys are the favourite, but Samsung also features. Most acquire their mobile phones in Year 6, top year of primary school, before they go to secondary school. Clearly it is important to have the right smart phone, and this is heavily influenced by peers. “I have a Samsung, but I’m hoping to get a new one .. a Blackberry. I think it’s just like everyone’s got one, and there’s something called BBM – Blackberry Messenger. You can chat to other people with Blackberrys. You can text as well, but that’s an ‘app’.” BC1 boy 11-12, Hertfordshire “I have a Samsung Touch. I begged my mum because everybody was getting them. I use it a lot – texting, games. I couldn’t live without it. And I can let my mum know where I am.” C2DE girl, 13-14, Birmingham 48
Many children have iPods, even at 8 or 9, which gives them access to the internet. They have obviously been warned about not using Facebook and the dangers of talking to people that they do not know. While very proficient users of the internet, it is clear that their understanding of the dangers are still quite immature at this age. “I go onto YouTube quite a lot and search for things. The other day I put in the word Egypt because we are doing it at school and this picture came up showing someone with a middle finger up” “Skype is better than Facebook as you know who you are talking to, Facebook is not good as you might be taking to someone who says they are one person and are another” BC1 boys, 8-9, Croydon
Children have long lists of digital technology they are using, even at 5 years, including the Wii, DSs, Xbox 360, iPods, mobile phones and laptops. Some have technology in their bedrooms, including televisions (from 7 years).
Perhaps not surprisingly, children are keen TV viewers, but it is noticeable just how eclectic their viewing habits are in multi-channel households. For children under 10, their viewing is still classic TV territory, but they are starting to watch more non-children’s TV, mostly with their parents. Girls appear to love the American teen dramas, even at the age of 5, which they are not watching with their parents. These programmes could be described as highly aspirational, often introduced through older siblings or in the homes of friends with older siblings. Girls aged 7 described their love of MI High, and Tracey Beaker. They also watch Eastenders, Coronation Street, Hollyoaks, Dancing 49
on Ice and Wild at Heart. Boys also like some of the teen soaps – iCarly, Suite Life on Deck, and Cory in the House. As children become older (aged 12+) they begin to watch more soaps: Home and Away, Neighbours, Emmerdale, Casualty, and Holby City. Children in our research watched reality TV programmes and talent programmes such as X Factor and Britain’s Got Talent from around 8 years. “I used to like Princess, but I don’t anymore. I love Hannah Montana. I think I know how to write the name Hannah” BC1 girl, 5-6, Croydon “I started watching sport with my Dad a few months ago and I am now really into it.” BC1 boy, 8-9, Croydon 2. What children think their parents worry about
We asked older children this, and they were quite knowledgeable about what concerned their parents. Parents particularly express anxiety about safety; this might apply when they are out, or when they are at home using technology. Children claim that parents worry most about the eldest in the family, and that it then gets easier for the other children. They claim that the worry appears to get worse and reaches its peak once they start secondary school, and are more likely to be travelling unsupervised. The worry levels appear to diminish, according to children, once they reach the age of about 14, although there is still concern for girls.
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“Most thing they’re worried and concerned about, it’s if you’re our age and you go to school ... I think they worry about your safety” BC1 boy, 11-12, Hertfordshire “Oh they worry about perverts, rapists, paedos, us walking home in the dark, hackers, online strangers, cyber bullying ….” C2DE girl, 13-14, Birmingham “They still worry, but not as much” BC1 boy, 15-16, Hertfordshire
To some extent, these worries are reflected by the children, who worry about strangers who might try to abduct them or who might try to approach them online. “It’s a bad world; you never know who’s on the bus” BC1 boy, 11-12, Hertfordshire
But mostly children think their parents worry about them too much, and would prefer to have a little more autonomy and freedom, especially when they become teenagers. They want their privacy, and to be separate from their parents, and they would prefer not to have parents prying into their text messages and Facebook pages.
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“They can go overboard because we know what we need to do” “They say it’s the other people we don’t trust, but they’re kind of saying ‘we don’t trust YOU’” “There’s stuff that you talk to your friends about that you don’t want to tell your parents.” C2DE girls, 13-14, Birmingham 3. Children’s understanding of advertising
This is quite mixed, and very much depends on age. At the youngest age, 5, advertising is a distant concept, and difficult to describe. “It is a place where you can buy a picture frame, it’s about shops and all sorts of things you can get” “Programmes are long and advertisements are short. Programmes are interesting as they are more longer” BC1 girls, 5-6, Croydon
By 7-9 children have a little more understanding, although there is still confusion. While they can tell the difference between an ad and a programme, there is no real concept of what the ad is trying to do (i.e. sell a product), other than rather helpfully giving them information about what is available to buy.
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“It’s telling you about the new things they are putting out” “They tell you what’s coming out next, what’s interesting” C2DE girls, 7-8, Birmingham “Ads are about things to buy, programmes are things you want to watch” BC1 boy, 8-9, Croydon
Once children reach secondary school, at 11-12, there is greater understanding of the meaning of advertising, and what it is trying to do. Children at this age appear to have grasped the concept that the advertisement is trying to sell to them, and that it may not be completely straightforward in its method. As they become older, children are far more cynical about the motivation of advertisers. “Sometimes they do exaggerate, mainly with washing products, like ‘we can kill bacteria’ – it’s proven that it doesn’t work” “Don’t know if it works, because companies come out with new adverts again and again, and they wouldn’t waste their money making adverts just for the hell of it. It’s obviously working.” BC1 boys, 11-12, Hertfordshire “It doesn’t seem like they care about the people, they just want their product to be the best” C2DE, girl 13-14, Birmingham 53
Children do, however, believe that advertising prompts them to want things. There is a fine line to be drawn between seeing things advertised and wanting them. Younger children were quite blatant about having asked for things they had seen advertised, including DVDs, games, Hello Kitty cutlery and crockery (7-8 year old girls), football boots, and trainers. There is also a sense, for adolescents at least, that being the first to have a new game or a new mobile phone is only possible by learning what is being released. Peers have a big influence, and keeping abreast of new games, gadgets, and digital equipment is important; advertising facilitates this, but so do friends, and store visits. “I always want the next big thing” C2DE girl, 13-14, Birmingham “You always have that one friend, who’s like, on their website the whole time [so knows what new game is coming out]” BC1 boy, 15-16, Hertfordshire “Like the iPhone, I so badly want one, 6 or 7 of my friends have them… and you see the advert, and then you walk past the Apple store in Solihull, and it just really makes you want one” C2DE girl, 13-14, Birmingham
Online advertising is noticed, but mainly causes great annoyance to children. Facebook ads are particularly annoying, as it is regarded as ‘their
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space’. However, there is no doubt that early adolescents and teenagers are prompted to buy from seeing online ads: examples include Golden Nuggets and Tresemme shampoo. There is also a sense that if the advertisement is on Facebook, it is likely to be trustworthy. Perhaps worryingly, 11-12-year-old boys assume that much internet advertising is ‘entertainment’ rather than direct selling. Pop-ups, however, which they see a lot, are regarded as potential viruses, and several children, boys and girls, mentioned pop-ups such as ‘you are the millionth visitor’, which they ignore.
However, children are adamant that advertising is a good thing. Their main concern, when considering advertising on TV, is how they would be able to go to the bathroom if there are no the breaks for advertisements. It would also be difficult to know what to buy, because the function of advertising is to inform them about new products. “They advertise things and if you want it you can have it and if you didn’t see nothing and you went to the shops you wouldn’t know what was there” C2DE, girls, 7-8. Birmingham “People would be dying to go to the toilet all the time” “Buses would be plain” “You wouldn’t know about stuff to buy” BC1, boys, 8-9, Croydon
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“I don’t think, apart from people saying things, there would be any other way of finding out the newest things that are out” BC1, boys, 11-12, Hertfordshire
There is little awareness of Media Smart amongst children, although some children do recall learning about advertising and marketing in primary school.
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Contact Karen Fraser, Director
[email protected] 020 7340 1106 Josh McBain, Research Executive
[email protected] 020 7340 1100
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