As we wave goodbye to another Christmas, I am sure many people reading this article experienced some disapointment when a product purchase influenced by a television commercial was less than satisfying. Increasingly advertisers don't just sell us products they sell us expectations and life-styles. But what happens when expectations fall well short of the satisfaction promised in the advertising? And our some sections of consumers, for example children with less life experience than adults, more vulnerable to the persuasive power of advertising? Or is this criticism unfair as advertisers are simply trying to promote a product in the best possible light - something the majority of us would do in the same position - and make a living? Children's Express reporters look at all sides of the debate.
| Children see about 20,000 TV commercials a year, considerably more than their parents and other adults. |
Two consumers, 17 year old Sarah and 16 year old Orlaith, told us about their disappointing retail experiences. Last Christmas Sarah received a pair of straighteners which didn't function as the television advert suggested. She feels that advertisers are to blame for a disappointing product as they advertise in the wrong light. On the issue of trusting further information from advertisers commented,
"It all depends, I guess, but probably not, as I was very disappointed last Christmas and now I wouldn't trust it again."
Both said they thought that ads with flashy products, catchy music and celebrities influenced them the most.
Young consumer Orlaith received a mobile phone for Christmas after seeing an advertisement on television. However, to her frustration, the battery needed recharged after two hours use, contrary to the general image portrayed in the advertisement. She believes those who are in charge of quality control regarding the phone and advertisers are to share the blame on this occasion. She added that she would have to research the product more if she was to trust a similar ad this Christmas.
To get an advertiser's perspective we spoke to Jonathan McCloskey, Managing Director of Millennium Advertising. His previous ventures include co-owning an advertising agency in Belfast and working in the Belfast Telegraph, UTV and Downtown Radio.
He said that different bodies are responsible for different forms of advertising. Television adverts have to be passed by the ITC (Independent Television Committee), now part of OFCOM, which is responsible for all television ads. The ASA (Advertising Standards Authority) acts as an advisory board to all non-broadcast advertising, but they have no powers of compliance.
Millennium Advertising, like most advertising agencies in Northern Ireland work in all fields because the market is too small to specialise in. Television ads that Millennium Advertising has been responsible for in the past year include Bow Street Mall, Meadowcup and McKillen Fashions.
Jonathon disagrees with the assertion that consumers of today are gullible and that every advertiser should adhere to the maxim to "never make the story better than the store".
"It's really up to the parents, if you're a parent who spoils a child and give them everything they want, you know, do you blame the advertiser or the parent?"
However he has his own experience of a misguided purchase, having bought a pressure hose two years ago which didn't function as shown on television.
He estimates that advertisers spend a staggering 40% of their advertising budget in the last six weeks of the year, from mid-November until Christmas Eve.
There are differences in regulations north and south in Ireland. In the Republic the Advertising Standards Authority for Ireland has produced codes of conduct for advertisers.. They have to keep in mind that "Children lack adults' knowledge, experience and maturity of judgement.
'Advertisements addressed directly or indirectly to children and advertisements likely to be seen or heard by them should have regard to the special characteristics of children and the ways in which they perceive and react to advertisements.'
The codes also specify that advertisements must not portray goods that could harm them in any way or disturb them.
Advertisements cannot show children unattended in public places unless they are old enough to be responsible for themselves.
They shouldn't depict them involved in anti-social behaviour or encouraging it.
Finally, "they shouldn't be made to feel inferior for not buying a product", nor should prices of products be undervalued by using words such as "only" and "just".
Today, 1 in 5 young people in the UK is obese. Children see about 20,000 TV commercials a year, considerably more than their parents and other adults. Advertising targeting children in the UK is estimated to be worth a staggering £2 billions. The UK is one of only four EU countries that do not regulate advertising in the young consumer market. Public attitudes are changing. A recent Guardian poll discovered that some 70% of adults wanted crisp, chocolate and fizzy drink machines banned from schools, with 57% favouring a food advertising ban during children's TV.
With Government concern about the nation's health growing it may only be a matter of time before Britain falls into line with other EU countries to regulate and restrict advertising targeting children.
About the team
This story was produced by Connor Scullion, 17, John Monaghan, Mevlude Akay, and Joanne Simpson, 16. It was published by the General Consumer Council for Northern Ireland web-site.
