Adverts: A Code of Ethics

With regard to a code of ethics in advertising, those involved must be specifically aware of the effects most adverts have on children and teenagers in a psychological sense.

"Research shows that children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased." (American Psychological Association)

An example of this has to do with the issue of childhood obesity. Children are easy targets for commercial persuasion and most of these commercials have to do with sugary cereals, unhealthy snack foods, etc.

http://www.youtube.com/watch?v=vkDpTMGgAoo

Teenagers are also effected due to the fact that their prefrontal cortex (controls impulses and decision making) is not fully developed until the age of 25 and are easily manipulated through advertising. This can be dangerous especially when teens are exposed to video games such as Grand Theft Auto. There was a case in 2oo5 where an Alabama teenager reinacted a scene in the video game and shot two cops.

I understand that companies are interested in profit and that young people are targets because of their vulnerability, but it would be most ethical if companies would consider future problems such as obesity and teenage crime. If young people are the target audience, there has got to be some regulation.