Advertising to Chinese children

Abstract

Purpose

China's youthful advertising industry has changed a lot in little more than a quarter of century. A key for this spectacular growth is the enormous potential of the market for children in China. The paper aims to address this issue.

Design/methodology/approach

The Chinese one‐child policy has produced the so‐called “Little Emperors factor”: Chinese children determine approximately 68 per cent of their parents' spending, perhaps the highest rate of influence in the world.

Findings

Advertisers entering the growing youth market in China should be aware of the still limited role played by self‐regulation.

Originality/value

The increasing importance and effectiveness of such self‐regulation dictate that the advertising industry and the government authorities should arrive at the same interpretation of moral standards.

Citation

Planells Valero, M. (2009), "Advertising to Chinese children", Young Consumers, Vol. 10 No. 2, pp. 170-174. https://doi.org/10.1108/17473610910964741