Ethical advertising for children : a local perspective

Abstract

Purpose - The purpose of this study is to provide a contemporary view of ethical advertising for children in Malta. It aims to improve the level of ethical advertising for children through collaboration of all parties as partners and to be a window of opportunity for children to provide their point of view. Methodology - Qualitative one-to-one interviews were conducted with all stakeholders and the findings were then compared to the main themes provided by the literature review, which permitted the proposal of several recommendations and outlined possible further research. Findings - The study concluded that the regulatory system in Malta is a mix of government imposed regulation and industry self-regulation, the majority of the advertising industry in Malta appears to act sensibly towards children in adverts, children embrace the opportunity to discuss and that children closer to the age of 6 have not been able to identify advertising intent. Research limitations - This study provides a general overview of the situation in Malta and should serve as a stepping stone for future research on the subject. Practical implications - This study highlighted the need for more research in Malta, especially with parents. It also provided several recommendations on how the status quo can be improved. Originality and value - This study has managed to provide an initial picture of the Maltese situation relating to ethical awareness in advertising for children and has brought the views of all stakeholders together in one central location.