Embedded Advertising to Children: An Advertising Tactic that Requires a New Regulatory Approach
39 Pages Posted: 5 Aug 2011 Last revised: 17 Nov 2011
Date Written: June 13, 2011
This paper reviews marketing literature regarding advertising to children. The paper analyzes concerns that researchers previously have found about advertising to children and considers whether embedded advertising alters those concerns. The paper explains the current legal framework applicable to the practice of embedded advertising, including any first amendment protections. Based on the current state of the law and the practice, the paper recommends next steps for regulators, educators, parents and industry.
Keywords: Children, Product Placement, Embedded Advertising, Regulation
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