A „brand licensing” és szabályozásának kérdései

Absztrakt

Today, the notion that inluencing young people is unethical has been widely accepted. Marketing activities can signiicantly inluence the consumption behavior of youth with, for example, the use of brand licensing. Several organizations, including the American Psychological Association, FTC, FCC, WHO, UN, etc. draw attention to the effects of extreme and disproportionate inluencing. Several countries such as Canada, Romania, etc. have already taken steps toward restrictions. Hungary is trying to take steps, but having little success in implementation. Manufacturers spend millions of dollars advertising unhealthy foods. My research indicates that the effect of brand licensing is considerable, particularly where ictional characters and free gifts are employed. Their activity is effective: according to my research, half of the young do not pay attention to healthy nutrition, and one fifth of them do not understand the markings on food labels. This study uses a sample size of 1297 young persons between 13–18 years of age. 12.0% of these visited a fast food restaurant at lease once a week, 63.5% of them drank cola and 33.3% ate chips every week. Advertising featuring well-known person, actors, and characters inluences 20.3% of the young people surveyed. Prize games influence 50.1%, and free gifts inluence even more: 55.0%. Marketing activity is able to inluence the young persons' attitudes toward unhealthy foods. The result is increasing consumption of unhealthy foods and a drastic rise in medical expenses. We have to make decisions to protect children.