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Young people, especially teenagers, have become increasingly important market for advertisers, and therefore, not surprisingly, much TV advertising is aimed at teenagers. Teenagers, and even young children, are acknowledged to require special consideration in respect to advertising, as they are less able than older people to understand fully the intent of advertising or its persuasive techniques and are therefore less able to judge it critically. However, the extent to which such considerations are enshrined within regulations codes of practice, whether internationally or nationally, varies considerably. For example, Sweden and Norway do not permit any TV advertising to be directed towards under- 12 year-olds, and no advertisements at all are allowed during programmes for pre-school children and, in the Flemish region of Belgium, no advertising is permitted 5 minutes before and after programmes for kids. Sponsorship of programmes for children and teenagers is not permitted in Denmark, Finland, Norway and Sweden. The...

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