Abstract
"Children are our future" say parents, teachers, governments and big corporations. The utterance of this sentence has a slightly different meaning in the context of the organizations. Children from 0-14 years old represent about 20 % of the world's consumers and early commercial messages addressed to them can raise a new brand-loyal consumer generation. In today's worldwide globalization process, it seems to be easier to target "our future" with a single global marketing strategy that permits businesses to reduce their OPEX& CAPEX (operational and capital expenditures). The question that arises is, is the phenomenon as clear and simple as it appears to be? Mass Media these days does not cease to the problems of child obesity, diabetes and violence in developed countries and the consequences of 9/11 all over the world, especially in Muslim countries. As a result, many countries have banned advertising campaigns targeting children under 14 years old and WTO (World Trade Organization) has imposed its restrictions on advertising rules as well. Thus businesses now face the challenge of finding a new Business Model in order to be able to continue their growth and conquer new markets.
