Kids Commercials and Commercial Kids in the Asia Pacific: Whose Responsibility Is It Anyway?

This paper presents case study research from the Asia Pacific region (India and Australia), which tentatively extends American views on the issue of regulating child-oriented marketing and advertising, and identifies directions for future public policy research. Further research is needed to confirm (1) parental preferences for regulation of child-oriented marketing and advertising and (2) the influence of, and concern over, toy based television programming. For example, the first issue could be confirmed either cross-culturally, or in specific countries like India, where no such regulation exists today, while the second issue could be studied in Australia, where it may be a bigger concern.


Monali Hota and Robyn McGuiggan (2006) ,"Kids Commercials and Commercial Kids in the Asia Pacific: Whose Responsibility Is It Anyway?", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 258-262.


Monali Hota, IESEG School of Management, Lille Catholic University, France
Robyn McGuiggan, College of Law and Business, University of Western Sydney, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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