The one-child policy in the People’s Republic of China has created a generation of only children in most of its urban areas. Popularly called little emperors, these only children are spending a great deal money as well as exerting tremendous influence on their family spending. As a result, they are the targets of an increasing amount of advertising. The principle objective of this study was to analyze the existing regulation and self-regulation of children’s advertising, including television advertising, in Mainland China. We first review the regulations stated in the Advertising Law and Censorship Standards concerning children’s advertising. Using controversial campaigns targeted at children as examples, we then analyze the official interpretation of the ordinances. We also discuss the censorship system and provide an analysis of illegal advertisements. The study should provide insights for international business corporations interested in marketing to children in China.
|Number of pages||31|
|Publication status||Published - 7 Nov 2003|
|Event||Australia and New Zealand International Business Academy Annual Conference - Dunedin, New Zealand|
Duration: 7 Nov 2003 → 8 Nov 2003
|Conference||Australia and New Zealand International Business Academy Annual Conference|
|Period||7/11/03 → 8/11/03|