| Budget Amount *help |
¥4,290,000 (Direct Cost: ¥3,300,000、Indirect Cost: ¥990,000)
Fiscal Year 2014: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2013: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2012: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
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| Outline of Final Research Achievements |
In EU and Germany rules on advertisement based on the recognition of children as consumers have been realized in the field of competition- and consumer law since 2005, and judgments of courts on advertising directed to children have increased recently. These rules have been established on the assumption that a child is a consumer, and that he/she is classified into ‘vulnerable consumer’, which distinguishes from average. EU Directive 2005 states children need protection from direct exhortations to purchase.
In Japan, on the contrary, the character of consumer according to age has been no more considered than EU and Germany, and there are no law and order regards as advertising directed to children. In order to execute consumer-education substantially in Japan, one of whose important articles is to develop the ability of critical thinking against mass-media, it is indispensable to ensure the opportunity of survey and discussion on the rule-making of advertising targeted at children.
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