Principle 6

All business should use marketing and advertising that respect and support children’s rights.
Advertising aimed at children in Saturday morning tv accounts for $100 million.
Photo: 
Maja Haak/Save the Children

The corporate responsibility to respect includes:


a. Ensuring that communications and marketing do not have an adverse impact on children’s rights.
This applies to all media outlets and communication tools. Marketing should not reinforce discrimination. Product labelling and information should be clear, accurate and complete, and empower parents and children to make informed decisions. In assessing whether there is or may be an adverse impact on children’s rights and taking action to integrate and act upon the findings, consider factors such as children’s greater susceptibility to manipulation, and the effects of using unrealistic or sexualized body images and stereotypes.

b. Complying with the standards of business conduct in World Health Assembly instruments related to marketinghealth.
Comply with the standards of business conduct in World Health Assembly instruments related to marketing and health in all countries. Where national law prescribes a higher standard, business must follow that standard.

The corporate commitment to support includes:


c. Using marketing that raises awareness of and promotes children’s rights, positive self-esteem, healthy lifestyles and non-violent values

42 million children under the age of five were, as of 2010, overweight or obese. 35 million of these children were living in developing countries. 
Advance your understanding of Principle 6.