Embedded Advertising to Children: An Advertising Tactic that Requires a New Regulatory Approach

39 Pages Posted: 5 Aug 2011 Last revised: 17 Nov 2011

Rita Marie Cain

University of Missouri-Kansas City - Bloch School of Management

Date Written: June 13, 2011

Abstract

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

Suggested Citation

Cain, Rita Marie, Embedded Advertising to Children: An Advertising Tactic that Requires a New Regulatory Approach (June 13, 2011). Available at SSRN: https://ssrn.com/abstract=1905135 or http://dx.doi.org/10.2139/ssrn.1905135

Rita Marie Cain (Contact Author)

University of Missouri-Kansas City - Bloch School of Management ( email )

5110 Cherry St.
Kansas City, MO 64110
United States

HOME PAGE: http://www.bloch.umkc.edu/faculty-staff/faculty-directory/cain/index.aspx

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