Advertising Restrictions and Competition in the Children’s Breakfast Cereal Industry

ASSOCIÉ AU :. Institut de Finance Mathématique de Montréal (IFM 2). Laboratoires universitaires Bell Canada. Réseau de calcul et de modélisation mathématique [RCM 2 ]. Réseau de centres d'excellence MITACS (Les mathématiques des technologies de l'information et des systèmes complexes) Les cahiers de la série scientifique (CS) visent à rendre accessibles des résultats de recherche effectuée au CIRANO afin de susciter échanges et commentaires. Ces cahiers sont écrits dans le style des publications scientifiques. Les idées et les opinions émises sont sous l'unique responsabilité des auteurs et ne représentent pas nécessairement les positions du CIRANO ou de ses partenaires. This paper presents research carried out at CIRANO and aims at encouraging discussion and comment. The observations and viewpoints expressed are the sole responsibility of the authors. They do not necessarily represent positions of CIRANO or its partners. Mots clés : réglementation de la publicité, concurrence, marques établies. This paper takes advantage of the ban on advertising directed at children in the province of Quebec to study the effect of advertising in the children's breakfast cereal industry. Advertising is viewed alternatively as anti-competitive, if it increases brand loyalty, or as pro-competitive, if it acts a substitute for brand recognition. I construct a model of established and non-established brands in which advertising serves to inform consumers about the existence of brands. The model predicts that the effect of prohibiting advertising is to permit established brands to enjoy greater market share at the expense of newer and less well-known brands. This prediction is supported by the data: older, better-known brands have higher market share in Quebec than in regions where advertising is permitted and the opposite is true for non-established brands. This result suggests that in this market the effect of advertising cannot be to increase perceived product differentiation and reduce competition. for helpful comments. I greatly appreciate the assistance that Sridhar Moorthy and Sean Forbes of the Rotman School of Management gave me in procuring the data used in this project. I am grateful to Frank Mathewson and the Institute for Policy Analysis for their support and hospitality.