针对儿童的消费广告应当受到约束.docx
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针对儿童的消费广告应当受到约束
陈家华，麦箴时
《新闻与传播研究》2002年04期
中国儿童喜欢和相信电视广告吗?
陈家华 麦箴时 陈芳怡
【摘要】：
本研究的目的是探讨在中国大陆三个广告发展水平不同的城市中,儿童对电视广告的信任与喜好程度。
【作者单位】：
香港浸会大学传播系北京大学光华管理学院香港浸会大学传播系
【关键词】：
中国儿童电视广告广告的真实性中国大陆广告发展广告内容消费者社会消费社会化收看电视美国和香港
【分类号】：
G222
【正文快照】：
引 言广告很多时候以儿童作为对象,因为家长在儿童身上的花费比较高,儿童能影响父母的购买行为,而且传统观念认为儿童是冲动型的购买者,因此广告商期望能够自小便建立起儿童对某个品牌的忠诚（Ｆｏｘ,1996;ＭｃＮｅａｌ,1999）。
许多家长和消费者团体都非常担心儿
联合国人权专家：
针对儿童的消费广告应当受到约束
厄瓜多尔一名儿童。
儿基会/Castellano
DainiusPürasJuanPabloBohoslavsky）
0
2016年8月10日在8月12日“国际青年节”即将到来之际，两位联合国人权专家对于针对少年儿童的商业广告所造成的影响发出警告。
他们指出，不加约束的商业广告会在儿童成长的早期灌输一种过度消费和负债的文化。
联合国健康权问题特别报告员普拉斯（DainiusPüras）和联合国外债与人权问题独立专家波霍斯拉夫斯基（JuanPabloBohoslavsky）在8月10日共同发表的一项声明中敦促世界各国政府对针对儿童的广告加以规范管理。
声明表示，商业信息具有塑造儿童长期消费和金融行为的潜力，目前这类广告数量正在增加，且覆盖的范围越来越广。
两位专家指出，针对儿童的广告可导致不健康的消费行为，在早期成长阶段可以变得根深蒂固，使儿童在后来的生活阶段难以抵御商业消费的刺激，在无视长期财政后果的情况下，购买不必要的产品。
声明指出，许多针对儿童的广告推广带有高糖成分和低营养价值的不健康食物的消费。
而不健康的儿童饮食习惯将会带来严重的健康后果，这种后果通常会在他们长大成人后仍然会对生活造成影响。
两位专家指出，在受到大量针对儿童的广告的影响后，儿童或许开始向自己的父母施加压力，要求父母为自己购买喜欢的产品，有时会对家庭预算收支形成压力，甚至使家庭为此负债。
声明指出，人们需要对过度消费和负债的心理影响进行思考。
儿基会的一项研究显示，儿童并没有因为购买更多产品而变得更具有幸福感。
两位专家指出，许多国家已禁止在某些时段或在播出某些儿童节目的间歇播出电视广告。
例如，巴西、加拿大、丹麦、挪威已禁止针对儿童的某些形式的广告。
世界卫生组织已建议在儿童聚集的场合应严禁所有形式对不健康食品的市场推广活动。
UNexpertscallforregulatingadvertisingdirectedatchildren
ForInternationalYouthDay–Friday12August
GENEVA,10August2016–AheadofInternationalYouthDay,onFriday12August,twoUnitedNationshumanrightsexpertswarnedabouttheimpactofcommercialadvertisingdirectedatyoungchildrenthatinstillsatanearlyageacultureofover-consumptionandindebtedness.
TheUNIndependentExpertonforeigndebtandhumanrights,JuanPabloBohoslavsky,andtheUNSpecialRapporteurontherighttohealth,DainiusPüras,urgedgovernmentsworldwidetoregulateadvertisingdirectedatchildren:
“Suchcommercialmessageshavethepotentialtoshapechildren’slongtermconsumerandfinancialbehaviour,andtheyaregrowinginnumberandreach.
Child-directedadvertisementsmaycauseunhealthyconsumerbehaviourtobecomeingrainedatanearlyage,conditioningchildrentorespondlaterintheirlifetocommercialstimulibypurchasingunnecessaryproductswithoutregardtolong-termfinancialconsequences.
Manychild-directedadvertisementspromoteconsumptionofunhealthyfoodswithhighsugarcontentandlittlenutritionalvalue.Unhealthychildhooddietshaveseverehealthconsequenceslikelytopersistinadulthood.Regulatingchild-directedadvertisingforfoodproductscouldthereforesubstantiallyimprovehealthandreducetheburdenofhealth-careexpenditure.
Also,afterbeingexposedtolargenumbersofchild-directedadvertisements,childrenmaypressuretheirparentstopurchaseitemsthatareneitherbudgetednorpedagogicallynecessary,oftenattheexpenseofotherimportanthouseholdneeds.
Eveninthefaceofgrowinginequality,overconsumptioncontinuestoincrease.Inmanycountries,familyprivatedebthasbecomeaseriousproblem,renderingbasicnecessitiesunaffordabletocertainindividuals.Italsohaswiderimplications,asexcessivehouseholddebtcaneasilyspilloverintoapublicdebtcrisisaffectinganentirepopulation.
Itisimportanttoreflectonthepsychologicaldimensionsofdebtandoverconsumptionlinkedtothedesiretokeepupwithlivingstandardsotherpersonsenjoy.AsaUNICEFstudyrecentlypointedout,childrendonotbecomehappierbyjustacquiringmoreandmoregoods.*
Manycountrieshaveprohibitedtelevisionadvertisingatcertainhoursorinconnectionwithchildren’sprogrammes.Brazil,Canada,DenmarkandNorwayhaveforexamplerestrictedcertainformsofadvertisingaimedatchildren.Also,theWorldHealthOrganizationhasrecommendedthatsettingswherechildrengathershouldbefreefromallformsofmarketingofunhealthyfoods.
WecalluponStatestobanadvertising,promotionandsponsorshipbymanufacturersofalcohol,tobacco,andunhealthyfoodsinschoolsandinthecontextofchildren’ssportingeventsandothereventsthatcouldbeattendedbychildren.Inaddition,Statesshouldcreateguidelinesthateitherrestrictorminimizetheimpactofthemarketingofunhealthyfoods,alcoholandtobaccoingeneral.
Morebroadly,weurgeStatestoregulateadvertisingdirectedatchildren,inconformitywiththedutyofStatestoprotectchildrenfrommaterialinjurioustotheirwell-being.”
*Seehttp:
//www.unicef.es/sites/www.unicef.es/files/IPSOS_UNICEF_ChildWellBeingreport.pdf
NOTETOEDITORS
Forfurtherinformation,checkthereportonadvertisingbytheformerSpecialRapporteurinthefieldofCulturalRights（A/69/286–www.undocs.org/A/69/286）,thereportoninequalityandfinancialcrisesbytheIndependentExpertonforeigndebt（A/HRC/31/60–www.undocs.org/A/HRC31/60）,thereportonsportsandhealthylifestylesbytheSpecialRapporteurontherighttohealth（A/HRC/32/33–www.undocs.org/A/HRC/32/33）,andtheConventionontheRightsoftheChild（www.ohchr.org/EN/ProfessionalInterest/Pages/CRC.aspx
ENDS
Mr.JuanPabloBohoslavsky（Argentina）andMr.DainiusPüras（Lithuania）arepartofwhatisknownastheSpecialProceduresoftheHumanRightsCouncil.SpecialProcedures,thelargestbodyofindependentexpertsintheUNHumanRightssystem,isthegeneralnameoftheCouncil’sindependentfact-findingandmonitoringmechanismsthataddresseitherspecificcountrysituationsorthematicissuesinallpartsoftheworld.SpecialProcedures’expertsworkonavoluntarybasis;theyarenotUNstaffanddonotreceiveasalaryfortheirwork.Theyareindependentfromanygovernmentororganizationandserveintheirindividualcapacity.
Learnmore,logonto:
Foreigndebt:
http:
//www.ohchr.org/EN/Issues/Development/IEDebt/Pages/IEDebtIndex.aspx
Righttohealth:
http:
//www.ohchr.org/EN/Issues/Health/Pages/SRRightHealthIndex.aspx
Forfurtherinformationandmediaenquiries,pleasecontactMr.GunnarTheissen（+41229179321/gtheissen@ohchr.org）orAnjaliBalasingham（+41229179143/abalasingham@ohchr.org）
Readthemediastatementonline:
http:
//www.ohchr.org/EN/NewsEvents/Pages/DisplayNews.aspx?
NewsID=20358&LangID=E
Foryournewswebsitesandsocialmedia:
Multimediacontent&keymessagesrelatingtoournewsreleasesareavailableonUNHumanRightssocialmediachannels,listedbelow.Pleasetagususingtheproperhandles:
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ThisentrywaspostedinLatestnewsonAugust11,2016bySTELLAVUZO.
8/11/2016
Child-directedadvertisingmustbebetterregulatedtocurbadverseimpacts-UNexperts
JustheadofInternationalYouthDay,twoUnitedNationshumanrightsexpertsaredrawingattentiontotheimpactofcommercialadvertisingdirectedatyoungchildrenthatinstils,atanearlyage,over-consumptionandindebtedness,andhaveurgedtheGovernmentstoredefinethosechild-directedadvertisements.
“Suchcommercialmessageshavethepotentialtoshapechildren’slong-termconsumerandfinancialbehaviour,andtheyaregrowinginnumberandreach,”JuanPabloBohoslavsky,theUNIndependentExpertonforeigndebtandhumanrights,andDainiusPüras,theUNSpecialRapporteurontherighttohealth,saidinanewsreleaseaheadofInternationalYouthDay,whichwillbecelebratedonFriday,12August.
Child-directedadvertisementsmaycauseunhealthyconsumerbehaviourthatbecomesingrainedatanearlyage.Forexample,childrenmayoverconsumeunhealthyfoodsthatcauseseverehealthconsequences;theymayalsopressuretheirparentstopurchaseitemsthatareneitherbudgetednoreducationallynecessary,hence,makingfamilyprivatedebtaseriousproblem.
Moreover,accordingtoarecentUNICEFInternationalYouthDay,childrendonotbecomehappierbyjustacquiringmoreandmoregoods.
Manycountriesthereforehaveprohibitedtelevisionadvertisingatcertainhoursorinconnectionwithchildren’sprogrammes.TheUNWorldHealthOrganization（WHO）hasalsorecommendedthatsettingswherechildrengathershouldbefreefromallformsofmarketingofunhealthyfoods.
“WecalluponStatestobanadvertising,promotionandsponsorshipbymanufacturersofalcohol,tobacco,andunhealthyfoodsinschoolsandinthecontextofchildren’ssportingeventsandothereventsthatcouldbeattendedbychildren,”saidtheindependentexperts.
TheyfurtherurgedStatestocreateguidelinesthateitherrestrictorminimizetheimpactofthemarketingofunhealthyfoods,alcoholandtobaccoingeneral.
“Morebroadly,weurgeStatestoregulateadvertisingdirectedatchildren,inconformitywiththedutyofStatestoprotectchildrenfrommaterialinjurioustotheirwell-being,"saidtheexperts.
SpecialRapporteursareappointedbytheUNHumanRightsCounciltoexamineandreportbackonaspecifichumanrightsthemeoracountrysituation.ThepositionsarehonoraryandtheexpertsarenotUNstaff,noraretheypaidfortheirwork.
Child-directedadvertisingmustbebetterregulatedtocurbadverseimpacts–UNexperts
AgroupofyoungmeninSomaliland’scapital,Hargeisa,takeabreakfromaninformalfootballmatch.YouthunemploymentinSomalilandisamongthehighestintheworldatbetween60and70percent.Photo:
AdrianLeversby/IRIN
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10August2016–JustheadofInternationalYouthDay,twoUnitedNationshumanrightsexpertsaredrawingattentiontotheimpactofcommercialadvertisingdirectedatyoungchildrenthatinstils,atanearlyage,over-consumptionandindebtedness,andhaveurgedtheGovernmentstoredefinethosechild-directedadvertisements.
“Suchcommercialmessageshavethepotentialtoshapechildren'slong-termconsumerandfinancialb
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