Special Target Groups

For instance children and elderly that may misunderstand the advert and are easily mislead are treated as special target groups in the Consumer Protection Act. The advertiser has to pay special attention to the appropriateness of the advertisement directed to a special target group. Advertising directed to minors is most strictly regulated and controlled. An advertiser may e.g. not take an advantage of a child’s interest in a specific figure or item. The Market Court has ruled that a TV-company may not show an advertisement in the middle of children’s’ program presenting the same figure as was shown in the TV-program. The Consumer Ombudsman has given various guidelines concerning the marketing to minors that are based on the case law and depict the position of the consumer authorities of issue.