Journal of Japan Academy of Consumer Education
Online ISSN : 2436-0929
Print ISSN : 1345-1855
Concepts and Development of Regulations for Commercial Advertising Directed at Children
Satoshi Iwamoto
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2015 Volume 35 Pages 33-42


In the EU, children have been recognized as consumers and laws related to advertising directed at children have been in effect since 2005. Judgments by EU courts concerning advertising directed at children have recently increased. In Japan, there are no laws or regulations regarding advertising directed at children. In order to improve consumer education in Japan, it is necessary to help children develop critical thinking skills that can be applied to advertising. This paper argues that it is necessary to implement surveys and begin discussions about the development of laws that address advertising targeted at children.

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© 2015 Japan Academy of Consumer Education
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