Advertising to children in the Netherlands

The article explains a few of the challenges faced by marketers in the Netherlands. It further highlights the Reklame Rakkers media literacy programme, based on the Media Smart programme in the UK. Reklame Rakkers forms a unique alliance between the government, the media, consumer and non-profit organizations, universities, organizations, industry and advertising agencies. The participants in Reklame Rakkers recognize the value of collaborating with each other in the task of educating children about the present commercial environment.