The Ethics of Advertising to Children
Väyrynen, Sanni (2021)
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This thesis focuses on the ethics of advertising to children. It attempts to challenges the widespread assumption that marketing to children is unethical. Many academic papers on the topic discuss what should be done to protect children from marketers but not why the protection is necessary. The thesis is relying on secondary research and makes use of existing research to reach a conclusion. It is comprised of a comprehensive literature review that introduces the reader to the topic of ethics and proceeds to demonstrates the discourse around marketing to children and the morality around it. A discussion based on the evidence presented in the literature review will follow. The analysis of the literature review conclude that based on current literature while more qualitative research is needed to understand the effects of modern marketing on children, it is premature to conclude that marketing to children is unethical relying on the current research.