Advertising to children in India

Abstract

Outlines Indian law relating to advertising to children, and stresses that the legislation has far to go in order to meet European and American standards. Explains the provisions of the Cable Act on books and magazines, focusing next on the controversial children’s TV programme series “Shaktiman”, which has caused child fatalities. Moves on the lack of guidelines over acceptable advertising or the use of child models in advertisements; there are however specific laws and a procedure for complaints to the Advertising Standards Council, and control of the Internet is strict, while the Board of Film Certification awards viewing ratings. Concludes that the laws relating to advertising to children, while better than they were, are not comprehensive and are often flouted; there is no restriction on advertising to schools, although there are guidelines on the sale of cigarettes and alcohol, and the government’s emphasis on breastfeeding has led it to prohibit the promotion of commercial alternative baby foods.

Citation

Vadehra, S. (2004), "Advertising to children in India", Young Consumers, Vol. 6 No. 1, pp. 75-78. https://doi.org/10.1108/17473610510814453