Pester Power is a Destructive Concept

Abstract

The debate on the ethics of advertising and marketing to kids regularly throws up new information and industry opinions. Logistix Kids Worldwide discusses the two key issues involved in this circular political arena — Sweden's proposals to ban TV advertising to kids when they come into presidency, and the myths surrounding ‘pester power’. The Swedes' reasoning and foundation for their proposals were recently quashed during a conference held by the Advertising Association in London, and Logistix's own recent research study, carried out in conjunction with Hauck Research International, has demonstrated that pester power is not all it seems. This paper discusses how the two subjects have been turned on their heads, and provides a true insight into the background knowledge and information necessary to move forward towards a sensible conclusion. The authors also explore the many other considerations essential when building a rounded picture of this emotive subject, such as the dramatic infiltration of technology; and then asks what will happen to today's younger generation if they are cut off from technological advancements in an effort to ‘protect’ them.