Try to keep it simple

Published on .

Some tips from ad industry lawyers and the Children's Advertising Review Unit on how marketers should promote their products or services to the younger end of the youth market.

Do:

* Make it very clear what is and what is not included. If an essential component for a product's use, like batteries, must be bought separately, specify this in simple language.

* Depict a product in a way that the young child can reasonably be expected to duplicate.

* Accurately represent a product's size, color, nutritional benefits and durability.

* Identify if a product does not come in the form in which it is depicted, e.g. if it requires assembly.

* Make sure Web site privacy statement is free of legalese or otherwise unclear language, and make sure the statement is located prominently.

Don't:

* Mislead a child about possible benefits of a product's use, such as suggestions that using it will make one more popular, stronger or smarter.

* Explicitly urge children to pressure their parents (or anyone else, for that matter) to buy them the product.

* Advertise products suitable for tweens or teens in media frequented by kids under 5.

* Represent the price of an item using minimizing terms like "just" or "only."

* Use terms that might confuse a younger child. For example, say "You have to put this product together" rather than "Assembly required."

In this article:
Most Popular