Marketing kids and regulation-self-regulation of advertising in z generation: a comparative study Mexico and Brazil
The research design was qualitative with a systemic phenomenological approach. The documentary review was privileged by means of the technique of content analysis, with the objective of comparing the Advertising Regulations and Self-Regulations in the children's market of Mexico and Brazil. Effective children's marketing is required in organizations, so that its four Ps are developed within an ethical framework and advertising strategies, in particular, must privilege persuasion without affecting the children's audience that is characterized by its fragility to the persuasions that come from commercials, both in traditional and digital media. The initiatives and study for the regulation of children's advertising, not only happens in Mexico or Brazil, covers several countries and by several experts from different areas of knowledge. In this research, the main Advertising Regulations and Self-Regulations have been identified. With these premises, the Regulations and three Advertising Self-Regulations in force in Mexico were located, such as AMAP, PABI, CONAR and COFEPRIS, and for the case of Brazil, the CBARP Code, the CDC Code, the CONAR Code and the CONANDA. In both countries, these bodies call for health education, which regulates the transmission and forms of advertising of food products and non-alcoholic beverages, with special emphasis on those aimed at children in the television and film media. The Mexican regulations are more restrictive in terms of child protection in comparison to the Brazilian regulations from the following perspectives: it contains a section for child advertising; it includes a dimension of food products; it emphasizes the vulnerability of children to advertising; it urges truthful, respectful and protective advertising for children; it calls for health education; it specifies child age; it imposes time restrictions for child advertising; it contemplates social values; it imposes obligations; it adds recommendations to advertisers to advertise ethically; it demands the avoidance of violent images and considers all media.
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