Document Details

Publication Title Pan-European Study on Parental Perceptions of Influences in Children's Lives

Author First Name

Author Last Name Advertising Education Forum (AEF)

Origin/Publisher Advertising Education Forum (AEF)

Country Specific EU

Issue Parental perception of children's advertising

Source of Publication Academic Source

Abstract or Full Text Full

Link to Web Site

File Reference

Document Language English

Industry Sector Chocolate and sugar confectionery cakes biscuits and ice cream, Savoury snacks, Toys and games, Soft drinks

Date Published Year: 2000 Month: 5 Day: 9

Editorial

Abstract
Survey of Parental Perceptions in 20 European States: Key Findings

1. There is a great deal of similarity across Europe among parents' perceptions of the top 5, or the most important influences, in children's lives. Unprompted, parents say that these top influences include parents, school, friends, other family and TV programming.

2. Parental perceptions of other, less important influences in children's lives, including TV advertising, vary dramatically from member state to member state. For example, TV advertising's influence in children's lives is perceived to be an important influence by 1% of parents in Finland, 17% of parents in France and in Denmark the comparable figure is 41%. Parents across Europe seem to have very different points of view about the influence of TV advertising on their children.

3. In the majority of countries TV advertising is a middle to low ranking influence. When prompted, parents continue to rate TV advertising as a middle-ranking influence, or 7th out of 18 influences in children's lives.

4. Out of 4,855 European parents interviewed, 86% did not cite TV advertising as a top 5 influence in their children's lives.

5. Of the total sample, 14% of European parents cite TV advertising as a top 5 influence in their children's lives. Of the total sample, 8% of European parents cite TV advertising as a top 5 influence in their children's lives and want to see its influence decrease. Parents in this latter group cite ad frequency, promoting materialism and fear of manipulation as the issues of most concern relating to TV advertising.

6.Within the countries surveyed, parents in Belgium and Denmark expressed the highest level of concern (over 25%) about the influence of TV advertising in their children's lives.

7. Within the countries surveyed, parents in Austria, Finland, France, Germany the UK, and Ireland expressed low levels of concern (under 10%) about the influence of TV advertising in their children's lives.

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Publication Title	Pan-European Study on Parental Perceptions of Influences in Children's Lives
Author First Name
Author Last Name	Advertising Education Forum (AEF)
Origin/Publisher	Advertising Education Forum (AEF)
Country Specific	EU
Issue	Parental perception of children's advertising
Source of Publication	Academic Source

Abstract or Full Text	Full
Link to Web Site
File Reference
Document Language	English
Industry Sector	Chocolate and sugar confectionery cakes biscuits and ice cream, Savoury snacks, Toys and games, Soft drinks
Date Published	Year: 2000 Month: 5 Day: 9
Editorial
Abstract	Survey of Parental Perceptions in 20 European States: Key Findings 1. There is a great deal of similarity across Europe among parents' perceptions of the top 5, or the most important influences, in children's lives. Unprompted, parents say that these top influences include parents, school, friends, other family and TV programming. 2. Parental perceptions of other, less important influences in children's lives, including TV advertising, vary dramatically from member state to member state. For example, TV advertising's influence in children's lives is perceived to be an important influence by 1% of parents in Finland, 17% of parents in France and in Denmark the comparable figure is 41%. Parents across Europe seem to have very different points of view about the influence of TV advertising on their children. 3. In the majority of countries TV advertising is a middle to low ranking influence. When prompted, parents continue to rate TV advertising as a middle-ranking influence, or 7th out of 18 influences in children's lives. 4. Out of 4,855 European parents interviewed, 86% did not cite TV advertising as a top 5 influence in their children's lives. 5. Of the total sample, 14% of European parents cite TV advertising as a top 5 influence in their children's lives. Of the total sample, 8% of European parents cite TV advertising as a top 5 influence in their children's lives and want to see its influence decrease. Parents in this latter group cite ad frequency, promoting materialism and fear of manipulation as the issues of most concern relating to TV advertising. 6.Within the countries surveyed, parents in Belgium and Denmark expressed the highest level of concern (over 25%) about the influence of TV advertising in their children's lives. 7. Within the countries surveyed, parents in Austria, Finland, France, Germany the UK, and Ireland expressed low levels of concern (under 10%) about the influence of TV advertising in their children's lives.