Ban On Mobile Phone Ads to Kids: Could it Work in the UK?

Right now, all over the world advertising regulators are busy scratching their heads trying to work out ways to stop advertisers reaching kids through their mobile phones.

With mobile ownership growing among the under-18s (and with phones becoming more multi-functional as time goes on) advertisers are viewing handsets as the perfect way to influence children without pesky parents getting in the way.

However, in France the authorities are helping stop the problem right at its roots. In a move set to crack down on kid's use of mobile phones, the government is banning the advertising of mobiles to children under 12 years of age. The new regulations were announced this year by Jean-Louis Borloo, France's minister for the environment.

Health Matters

Admittedly - though the laws will effectively stop advertisers reaching children through their mobiles - the decision has been made because of health concerns rather than concerns over advertising.

The decision follows Swedish research that suggests kids and teens are five times more likely to contract brain cancer if they use mobile phones regularly. Some experts have even predicted an epidemic of the disease as today's young generation ages.

The French government are warning that children may be even more sensitive to health problems because of their developing bodies. To back the campaign, the government has invested in anti-mobile phone adverts aimed at parents who buy handsets for their children.

Is The UK Ready For a Similar Ban?

Although the evidence is mounting against their use - in the UK the kids' mobile phone market is currently booming. At the minute the average age that a child receives their first mobile phone is eight, and that age is dropping all the time. Mobile phone usage by young people has doubled over the last ten years, with 90% of the UK's 16 year olds now owning a personal handset.

In part this growth is due to some nifty advertising. On one hand kids are being enthralled with handsets on which they can talk or text to their friends while downloading games and playing music. On the other parents are attracted to mobiles because they can help children stay in contact during an emergency.

Some health campaigners have accused the British government of trying to sweep the link between brain cancer and mobiles under the carpet. They point to the fact that ministers appear to have ignored previous reports recommending that children under 16 should be put off using mobiles - and their promotion to children heavily regulated. Still - with growing pressure from Europe the governments' stance could well change.

How Advertisers May Be Forced to Change

As we've seen, with growing regulation on TV and print advertising aimed at children, advertisers are getting excited about using mobile phones as a brand new advertising medium. However, if the mood of the French authorities spreads to the UK they may have to abandon their attempts at targeted texts and sponsored ringtones. After all, what brand wants to be associated with a communication medium which parents increasing view as anti-social, dangerous - and maybe even deadly?