UDIAPUR: Vedanta Khushi, a CSR project of Vedanta Group, has been discussing various child related issues on the facebook platform. So far 8 debates on various topics have been concluded. “Khushi” is a mission started on fulfilling the objective and let know the world that we do “Care for the Under-Privileged Children” – their Nutrition – Education – Health and overall development.
Recently Vedanta Khushi concluded its 9th Debate, and this time the topic was “Effects of TV ADs on Children: Is It Education or Over Education?
“It was quite interesting to have free and frank opinions of more than 100 participants of the during the Debate.” Pavan Kaushik, Co-ordinator of the Khushi Project & Head Corporate Communications, Hindustan Zinc informed INDIACSR.
As we propose to write a communication to respective authorities, we have taken out the finer points for your information and input. These points are :
1. The ads, like Film Sensor, too need to be classified as “A”, A/U and “U” and further one more category needs to be added as “C” meaning “ONLY FOR CHILDREN”. The timing of each classified category of ad should be well defined.
2. Social advertising needs to be treated separately as compared to pure commercial advertising, may it be by any corporate or government, as such advertising spreads moral values/social messages.
3. Promotion of games on television needs regulation – violent games are provocative and incites similar reaction by children.
4. As TV Commercials have high recall value, children tend to imitate the act, thus the content and language needs to be regulated.
5. Free gifts along with toys and chocolate etc. do promote sales but also provoke pressure buying. Though their is no harm till the costs are kept in accordance.
6. Though the purpose of the ads is to communicate the service or product for ultimate sales, but it is essential that these ads should not cross the ethical or moral or cultural values of India.
7. The language in some of the programs on cartoon channels needs to be regulated as these programs do not relate to Indian culture and values.
8. All the ads are in public domain and thus it becomes imperative to have a strict control over their content, creativity, language and reach.
9. Children do have questions, queries, doubts and curiosities that need to be sorted if not resolved patiently by making them understand the purpose and effects of such ads. Parents and teachers are the best guide for this purpose.
10. Parents and schools need to devise a joint program, with mutual consent, for an amicable solutions to provocative, harmful and unjustified advertising.
11. We may be confronted by advertisers that advertising is not forced and parents may take a call to close the TV or not let child watch the programs. The solution does not lie in not letting the children watch TV or simply flip the channels when any objectionable ad / program comes; the need of the hour is to deal with the root of the issue.
12. If it comes to the responsibility of parents and teachers, it also becomes responsibility of advertisers to practice ethics and morals while preparing ads, and the regulatory authorities to formulate a law, if still not there, to bring such ads on TV under control.
For More report please visit http://khushi-creatinghappiness.blogspot.in
