Abstract:

Due to increasing of  production, diversification of  product,  the spread of  the  competition between the  sectors and making themselves feel of the innovative approaches  in almost every fıelds, manufacturers  have become giving more importance to  advertising and promotion. In this case, the diversification of advertising, the professionalization of advertising contents, the growing and developing of the  advertising as a sector  formed an advertising market which has involving all  parts of society. New sensitivities are born on advertising, and codes of ethics, legal regulations are made. Individual or corporate initiatives are activated not to abuse the confidence and the need of consumers. Consumer identity is a common identity except the human identity and the children are the most passive and open to abuse mass among people that carry these identities. To protect the children from the advertising and the negative messages of the advertising arrangements is an obligatory. In this study, the advertising regulations for children in European Union and Turkey will be examined.

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