| dc.description.abstract | Children, for their adorable and eye-catching nature, has become the principal artists in advertisements today. Henceforward, the research problem is on how ethical and legal the use of children in advertisements is in Sri Lanka. The objective of the research is to analyse the loopholes of the existing domestic legal protection entrusted upon child performers of advertisements. The secondary objective is to make amendments that could be brought forth to halt the conduct of abusive child labour that takes place in open air. Special focus is made on the situational settings under which child performers are molested and the justness of the procedure followed in hiring children as advertisement models. In order to establish the need of building a suitable work environment for child performers, legal research methodology was followed, which was based on library centred secondary data review. Further, a comparative analysis with a selected jurisdiction was carried out to identify the currently existing weaknesses of the domestic labour law concerning children. A mixed method of interviewing key stakeholders was conducted as a primary method of data collection. When children are hired for advertisements, it results in neglecting education, being forced to act with temporary strange elders, limiting their same age contact while seizing them in an abstract world. During the time of the performance the child performer would be subjected to the undue control of strangers and be exposed to uninsured risky environmental conditions. Hence, the intended research outcome is to introduce a policy paper with recommendations aiming to assist the law making commissions when amending the existing domestic legal framework related to children. Establishing the fact, children who are hired for inherent arty skills is a form of child labour, it could be concluded that, they too need to be provided with protections prevalent in the labour market. | en_US |
