Marketing is communicating the value of a product to customers, with the purpose of selling or promoting that product. Companies of all kinds promote their products to all types of customers, from elderly, adults, and even to children. However, it has been noticed that companies spend more and more money to convince children to buy their products. With these children having no money to spend on their products, they often turn to their parents, where they beg them to buy those products. Recently, there has been growing movement to protect children from marketing, with prominent examples being the American Academy of Pediatrics, the American Psychological Association, and the World Health Organization calling for restrictions on marketing to children. This leads us to this question. Should companies market to children? I strongly believe that companies should not market to children.
Firstly, marketing exploits children's developmental vulnerabilities. In Singapore, the law usually prohibits people under 21 years old from signing legally binding documents or undertake legal action because they are seen as people who has not yet fully developed their mind and are thus unable to make sound decisions for
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According to an article titled "How ads get kids to say, I want it!" published by The Christian Science Monitor, children under 12 years of age influence $500 billion in purchases per year. To quantify it, it is nearly double of Singapore's GDP in 2010, which is a rather significant amount of money. So why are companies making advertisements targeting children? The answer is simple, and that is to make the kids beg their parents to spend money on something that they would otherwise have not bought. Thus, companies should not market to children as they are making use of the children to make