Tips for Parents

The following tips show what you can do as parents, to help your child understand advertising as he or she grows up.

The level of exposure our children have to marketing can make us feel a little powerless as parents. Through TV, radio, cinema, games, billboards, the internet, sponsorship and product placements in shops, our kids are constantly being bombarded with marketing messages, some obvious and some not so obvious.  Naturally, this means that your children will start asking for things that you would not necessary choose to put in your shopping basket. So what can you do to regain some control over the situation and equip your child with the skills he or she needs?

As children grow and develop, their ability to recognise advertising changes. In the early years, children are particularly vulnerable to marketing, but as they develop and gain experience, they can become more savvy about the media. You can help them to do this.

The tips are grouped by age and according to a child's level of understanding, but some of the tips for younger children will also apply as they grow older.

 Family watching TV

 

Preschool children

School children

Teens



 

General tips

1.    Limit media consumption.

Make sure that your child knows that watching TV or playing games online are just some of the ways they can spend their time.  An easy way to limit exposure to advertising is for children to go and do other things, like playing outdoors or reading a book. The general advice is for children to watch TV or play video games for no more than 1-2 hours per day.

2.    Plan what to watch.

Don't switch on the TV unless you know what you and your child are going to watch. Use a TV guide to help you and your children choose which programmes to watch. Turn off the TV when your favourite shows are over.

3.    Watch TV with your children.

Whenever possible, watch TV with your children and talk about what they see. Very young children may not be able to tell the difference between a programme, an ad, a cartoon, or real life.

4.    Lead by example.

Children, and especially very young children, will copy your behaviours. As a role model, limiting your own TV viewing and choosing programmes carefully will help your children do the same.

5.    Express your views.

When you object to something you see on TV or the internet that is targeted at children, make yourself heard. TV stations, The Advertising Authority of Ireland and food companies pay attention to letters from the public. If you think an ad is misleading or inappropriately targeting children, write down the product name, where and when you saw the ad, and outline your concerns.

6.    Spread media awareness.

Ask your school, parents' organisation, child carer, family and friends to consider media exposure as an important issue. If you create a norm in your child's community where people are media aware it will be much easier for you to set limits and talk to your child about the issue. Talk with other parents and agree to enforce similar rules about TV viewing.