Sweden, but on closer inspection it seems I was mistaken. There are, however, very strict rules:
• No junk mail addressed to anyone under 16 years of age.
• No TV advertisements directed towards, or meant to catch the attention of, anyone under 12 years of age. Additionally, in TV shows aimed at children below 12, there can be:
1. No commercials preceding or following the program, nor any commercial breaks in the program itself.
2. No product placements of any kind.
• People or characters from TV shows aimed at children below 12 are not allowed to do any product endorsements, in any context.
• All the above rules for TV shows also apply to the internet.
• Commercials aimed at anyone under 18 are not allowed to directly instruct the child to buy, or to ask anyone else to buy, the product.
• Commercials aimed at anyone under 18 can not be disguised as anything else; it must be clear that it is a commercial and nothing else. This includes in-app advertisements, which are therefore not allowed.
Out of curiosity, when no commercialization of childrens' shows is allowed, what is the financial incentive for the creators? Are the channels purchased and/or part of a subscription? Is there government funding? Do children shows suffer from lower quality of effort than adult shows since they are likely to make less money for the creators? All of that is probably fine, I am just curious as an outsider.
Creators are not paid by advertisements, they're paid by the channel that broadcasts. Either the channel will be subscription based, publicly funded, or are doing something like placing the children's content directly before adult content such as a news program.
>> People or characters from TV shows aimed at children below 12 are not allowed to do any product endorsements, in any context.
I wonder how this is handled when the ad context is implicit. Isn't Spiderman's image, for example, always an implied advertisement for Marvel, his movies, action figures, and whatever cereal box he is appearing on this month.
I'm from The Netherlands, and I can't say for certain, but I can't remember a product being sold at a grocery store that had characters from a children's TV show/movie on the label to try and sell it.
Cereal is less of an issue in the first place (that's a very US thing, didn't even know it existed till I moved to the US when I was 10), but you just don't find brands associating themselves with characters from movies/tv shows.
The closes you get it Sinterklaas/Zwarte Piet on seasonal items and Santa Claus.
Action figures are something you have to get at a specific toy store. Large "super store" like WalMart/Target/others don't really exist. I can't go buy a couch at Albert Heijn. I don't go buy a TV at Aldi. In the US however going to Walmart for electronics is as normal as going to get groceries.
"I'm from The Netherlands, and I can't say for certain, but I can't remember a product being sold at a grocery store that had characters from a children's TV show/movie on the label to try and sell it"
What? You mustn't have any children. There is cereal of Frozen and Moana here, Paw Patrol sprinkles, k3 stuff (forgot which), there's various franchise stuff in the dairy section, ... That's not even counting the non-food section in supermarkets. Next time you're at albert heijn, take a good look around.
Here's the cereal shelf of one of the larger supermarkets in the city centre of Copenhagen (still a fairly small supermarket).
Kellogs' products are on the bottom, only two boxes have child-appealing designs.
There was nothing worth photographing in the dairy section. One product was designed for children (cheese stick thing). A chocolate milkshake had a cartoon logo, but it has probably had that logo since 1950.
>Large "super store" like WalMart/Target/others don't really exist. I can't go buy a couch at Albert Heijn. I don't go buy a TV at Aldi. In the US however going to Walmart for electronics is as normal as going to get grocerie
You don’t get a TV at Aldi in the US either, and many (most?) Walmart stores don’t sell groceries
Does "No product placements of any kind" apply to animated shows that are themselves placing a product? Do they not have shows like Pokemon, Bionicle or Transformers in Sweden?
It's funny that the TV ad part has the "meant to catch the attention of" clause, but the junk mail part doesn't. So you could likely send a house flyers, or catalogues addressed to "homeowner" or whatever, of exclusively kids' toys, and that'd be fine.
• No junk mail addressed to anyone under 16 years of age.
• No TV advertisements directed towards, or meant to catch the attention of, anyone under 12 years of age. Additionally, in TV shows aimed at children below 12, there can be:
1. No commercials preceding or following the program, nor any commercial breaks in the program itself.
2. No product placements of any kind.
• People or characters from TV shows aimed at children below 12 are not allowed to do any product endorsements, in any context.
• All the above rules for TV shows also apply to the internet.
• Commercials aimed at anyone under 18 are not allowed to directly instruct the child to buy, or to ask anyone else to buy, the product.
• Commercials aimed at anyone under 18 can not be disguised as anything else; it must be clear that it is a commercial and nothing else. This includes in-app advertisements, which are therefore not allowed.
Source: https://www.konsumentverket.se/for-foretag/marknadsforing/re...