Research

The commercialisation of childhood

During the past decade, UK children have been exposed to an explosion of commercial activity, both within the home and in public places.

Developments in technologies such as mobile phones, computer gaming, multi- channel television and the internet, has given marketing and advertising industries direct access to youngsters like never before. Coupled with increased sponsorship deals in schools and the proliferation of branded play sites, those opportunities have extended still further.

But what impact is this having on the wellbeing of children and young people? Are they thriving in a creative and exciting environment – or is all this hard sell harming childhood? Alison Laing met Loughborough’s Professor of Social Policy Research, Alan France, to discuss the hotly debated topic.

Growing concern in society about the impact of the commercial world on the wellbeing of children and young people has not gone unnoticed by Government. The subject recently prompted the Department for Children, Schools and Families (DCSF) to publish an independent report on the issue. Its remit was to gather and evaluate evidence about children’s commercial engagement, the impact of this on their wellbeing, and the views of parents and children.

As part of the national report ‘The Impact of the Commercial World on Children’s Wellbeing’, Loughborough University’s Centre for Research in Social Policy (CRSP) and the Department of Social Sciences were commissioned to undertake a £30,000 study, specifically on the marketing and advertising industries strategies towards children and young people. The six-month collaboration between researchers Professor Alan France, Graham Murdock, and Jo Meredith, involved an extensive literature review and analysis of the industry.

Professor France said: “This is a really contentious area. There are two very different positions about the relationship children should have with the commercial world.

“Some say children should, and need, to engage with it, and that it’s an important part of their learning process. They argue that children are incredibly savvy, and capable of understanding, assessing and making good judgements. And that it’s the world they are going to enter as adults and therefore it’s important not to legislate extensively in this area.

“On the other side, there is concern that concentrated exposure to commercial messages is eroding childhood as an open and diverse space for learning and development.”

Professor France added: “Neither of those positions are very well evidenced, which is why the Government commissioned the assessment of knowledge in this area, so they can take decisions, make recommendations and develop policy.”