Does TV Advertising Affect Children?

Children are exposed to 40,000 advertisements every year in the United States, according to the American Academy of Pediatrics (AAP). Television can play a large role in influencing a child, and consequently the commercials kids see--whether they advertise food, clothing or toys--do affect them in some manner.

  1. Positive Effects

    • TV advertising can be entertaining. It can capture children's imagination and expose them to new ideas, cultures and innovations. According to Food&DrinkEurope.com, TV advertising in Europe has shifted toward marketing healthier goods to kids.

    Negative Effects

    • According to the Canadian Paediatric Society, the majority of food advertising shown during children's TV shows is for fast food and candy, while the University of Michigan Health System claims that children see an average of 2,000 alcohol-related commercials a year. Children are easily drawn to advertisements and can be attracted to these unhealthy products. Endless pitches of toys and other goods can make a child materialistic and demanding. According to Media-Awareness.ca, kids can also be exposed to violent, sexual, or other risky behavior through TV advertising, which may incite fear or aggression.

    What Parents Can Do

    • If you are concerned about your children's reaction to commercials, talk with them about what they see. Ask them questions such as, "What did you think of that?" and "Do you think that is a healthy product?" Explain to your children how advertisements can be misleading. Help them to become media-savvy. While it is important to not be overprotective, take note of what your children are watching at all times, and keep them away from the TV when ads are particularly negative. Or limit children's TV viewing to Public Broadcasting Service (PBS) channels, which do not air commercials.

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