Embedded Advertising to Children: An Advertising Tactic that Requires a New Regulatory Approach
Rita Marie Cain
University of Missouri-Kansas City - Bloch School of Management
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.
Number of Pages in PDF File: 39
Keywords: Children, Product Placement, Embedded Advertising, Regulation
Date posted: August 5, 2011 ; Last revised: November 17, 2011