Marketing to preschoolers mostly entails commercials on television (or streaming services), since television is still the dominant medium for young children.
The simple fact is that, outside the BBC, it is advertising that pays for children’s content. What is the impact of advertising on kids? One of the reasons children are a target market for advertising is to create brand loyalty starting from a very young age. For decades, children have been exposed to advertising in the form of commercials, radio, and magazines. According to a recent study, children spend about 4.5 hours every day watching TV .This means that they are bombarded with advertisements daily and the truth is that not even the top researchers know how they may be being influenced by these ads. With ads being rampant in everyday life, the effect of these advertisements on children needs to be pondered on and measures should be taken to prevent any negative influence that they may have on kids. Advertisers know that the earlier kids learns about a brand, the more likely they'll be to buy the product later (or beg their parents to buy it). Advertising to children is restricted in Great Britain, Greece, Belgium and Denmark.
On top of that, advertising to children are about manipulating the mindset of their customers (Paul 2000, 25).
In the present situation, I don’t believe this is either necessary or realistic. Advertising aimed at children not only encourages materialism, but also, according to psychologist Allen D. Kanner, PhD, inflicts the "narcissistic wounding" of children. While in Norway, Sweden, and Quebec advertising to children under the age of 12 is illegal.
As far as advertising goes, the biggest impact made on children is through television.
But then, in the U.S., the Federal Trade Commission studied the issue of advertising to children in the 1970s and decided against restricting it. So, should we ban advertising to children?
Kids are a difficult demographic to market to, largely because public opinion and major media so often focus on advertising and marketing’s negative effects on children.
In other words, (Winston 2004, 11) pointed that children market are known as “No other market simultaneously involves advertising to users who are rarely purchaser; and purchasers who are rarely users.” Without a doubt, it reflects the reality of the marketplace. Children today are exposed to numerous forms advertising on different mediums. In my opinion, targeting children through advertising is unethical.