Posted: February 1st, 2024

The Effects of Advertising on Children

The task force reviewed research addressing two important types of questions regarding the
effects of advertising on children. First, does advertising affect children’s commercial recall and
product preferences? If not, the $12 billion spent annually by advertisers in commercial appeals to
children would represent a surprisingly poor investment. Second, does exposure to advertising result
in consumption of products that are inimical to the health and well-being of children? For example,
does advertising play a role in the over consumption of candy and sugared cereals or in underage
drinking of alcoholic beverages?
Research on children's commercial recall and product preferences confirms that advertising
typically achieves its intended effects. A variety of studies using differing methodologies find that
children recall content from the ads to which they've been exposed. Product preference has been
shown to occur with as little as a single commercial exposure and to strengthen with repeated
exposures. Most importantly, studies have shown that product preferences affect children's product
purchase requests and that these requests do influence parents' purchasing decisions.
The more fundamental concern regarding the effects of advertising on children relates to
questions of potential harm resulting from exposure. A variety of research findings are relevant to this
issue. Several studies, for example, have found that parent–child conflicts occur commonly when
parents deny their children's product purchase requests that were precipitated by advertising.
Considerable research has examined advertising's cumulative effect on children's eating habits.
Studies have documented that a high percentage of advertisements targeting children feature candy,
fast foods, and snacks and that exposure to such advertising increases consumption of these
products. While consumption of nonnutritious foods per se may not be harmful, over consumption of.......

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