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PARENTS PROTEST AT PESTER POWER . Survey Shows Parents Angry as Kids Bombarded With TV Ads

28 Nov 1998

A poll of parents published by Friends of the Earth today - International No Shop Day - shows that parents are fed up with “pester power” advertising aimed at their children.

70 per cent of parents interviewed between 16th and 20th November thought that children are being bombarded with too many adverts. The straw poll (not scientifically representative) confirms previous research conducted for the Guardian newspaper in 1990, which found that 61 per cent of adults questioned were opposed to television advertising to children. Friends of the Earth wants a ban on TV advertising aimed at children before the 9pm watershed.

Typical comments from parents included:

• “He just wants everything. I can't explain that I can't afford it. I have to buy what he wants.”
• “I don't think he knows what he wants. Its just one toy after another. When you're on your own its impossible to buy everything, but I can't say no.”
•  “They get more than they can cope with. You should see her room, you can't get a pin between all the toys.”
•  “You can't keep up with what they want. Its one toy after another, they play with them for a week, a month and they're rubbish, they want another toy. Adverts make them think they can have everything they want.”

Anna Thomas, Friends of the Earth Campaigner said:

“Parents are fed up with their kids being bombarded with adverts. Christmas is ruined for many families by grossly exploitative advertising aimed at kids - aiming to sell them useless products at prices their parent can't afford. It's time we cracked down on the cynical advertisers and manufacturers who rely on pester power to sell their product.”

PICTURE AND AUDIO OPPORTUNITY

Friends of the Earth launch an exciting new range of toys, “TrashFormers” on Friday 27 November. Photos and a broadcast quality radio ad are available. Meet Wonder Waster, “a wicked waste of materials and money”. Others toys in the range include; Fibby; “talks rubbish, looks rubbish, becomes rubbish”; also meet My Little Phoney, and Flip-and-Break Bobby.

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