September 2, 2008

Marketing to six year olds

Filed under: Lifestyle,Marketing,Marketing to Kids,Social Justice — Tony @ 5:30 pm

The reach of marketers to children is endless. This is one of the worst I have seen.  The Campaign for a Commercial- Free Childhood  has reported that Bus Radio in the USA has stepped over the mark. I totally agree.

Please support them.

Here is a copy of their email:

BusRadio, which hopes to “take targeted student marketing to the next level” by forcing children to listen to its commercialized radio broadcasts on school buses, has sunk to a new low. The company is advertising the highly sexualized new television show 90210 on, its website for children as young as six.

Tell Bus Radio: Stop promoting 90210 to six-year-olds. – the company’s website for students that  is promoted throughout BusRadio’s broadcasts on elementary, middle, and high buses – is urging children to tune in to tonight’s premiere of 90210, a show that the CW Network calls a “sexier” and “more provocative” update on the popular series from the nineties. [1] A trailer for the show on the BusRadio website teases several sex scenes, while a banner ad featuring the stars of the show in sexualized poses links to the show’s website.[2] The show is exploiting preteens “currently smitten with Hannah Montana and the Jonas Bros” through merchandise such as backpacks, school supplies, and clothing.[3] Media reports also suggest the show will feature a significant amount of product placement.[4]

BusRadio sells itself to school districts as an age-appropriate alternative to FM radio, but the company’s definition of “age-appropriate” frequently differs from that of parents. Seminole County, Florida recently terminated their relationship with BusRadio when the company refused to stop playing songs from albums with parental warnings for explicit lyrics and content. Advertisers on BusRadio’s elementary school broadcasts include the highly sexualized Bratz brand. Another elementary school advertiser,, tells students to do their homework by looking up their answers on the Internet and mocks a student for carrying around books. BusRadio broadcasts encourage young students to visit its website where inappropriate media, including Mature-rated video games and now 90120, are promoted.

We believe no child should be held captive by BusRadio and we will continue to organize parents and educators around the country to keep advertising off of school buses. But we also think it is important to protect those students who are unfortunate enough to ride buses with BusRadio from this kind of sexualized advertising.

Please visit to tell BusRadio to stop advertising 90210 to young children.


The Campaign for a Commercial-Free Childhood


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