In-Depth Notes on Children's Advertising and Its Implications

Key Messages

• Children face unprecedented levels of online advertising exposure.
• Targeting strategies are sophisticated, using personal information to tailor ads.
• Young children struggle to discern advertisements, making them vulnerable to manipulation.
• Materialistic values reinforced by ads have harmful effects.
• Consumer culture hinders environmental change; excessive advertising must be curtailed.
• Targeted advertising to children under 13 is illegal, yet remains rampant.
• Overall, targeted advertising to children of all ages is manipulative and unethical; broader regulations are needed.
• A reflection on advertising ethics is warranted due to the surge in targeted ads.

Introduction

• Online advertising relies on extensive data collection about users, including children, often without consent.
• Current laws against collecting targeting data for advertising are poorly enforced, leaving children vulnerable.
• Children lack the cognitive power to combat targeted advertising, leading to a significant power imbalance between them and advertisers.
• Children can see between 1,260 ads daily on social media, far exceeding historical TV ads.
• Advocacy for stricter compliance with laws surrounding advertising to children.

Children and Advertising: A Match Made in Hell

Exploiting Developing Minds

• Children often do not recognize selling intent behind ads, making them susceptible to manipulation.
• Children under eight mistake ads for informative content.
• Marketing techniques used on children combine psychological strategies with data analytics, leading to a dangerous gap between marketer intent and children's understanding.

Pester Power

• Children influence family spending significantly (estimated at over $1 trillion in the US).

A Captive Audience

• Companies use omnichannel marketing techniques, exposing children to ads across multiple platforms (TV, social media, etc.).
• Techniques include branded games, contests, and influencer partnerships that disguise advertising efforts.

Targeted Advertising to Children

• The proliferation of targeted advertising is facilitated by massive data mining, with companies exploiting psychological insights about youth.
• Each social media user creates extensive profiles used by advertisers to deliver personalized ads.
• Continuous revisions of the ad tech landscape have complicated accountability around advertising practices.

The Volume of Ads: A Tsunami

• Children face a staggering amount of online advertising, with no regulatory caps akin to TV ads.
• Online, every third Instagram post is an ad, leading to potentially 420 ads per hour for teens.
• The full effect of this online exposure on children's mental health requires urgent research and action.

Broader Harms of Advertising

• Advertising promotes materialism, which correlates with mental health issues (e.g., anxiety, depression).
• The climate and ecological impact of relentless consumerism highlighted.
• Need for reduced ad exposure; some countries successfully banned marketing to children.

The Solutions

1. Advertisers

• Call for the cessation of targeted advertising aimed at children to promote healthier marketing norms.

2. Websites

• Recommendations for online platforms include:
  • Compliance with existing prohibitions against behavioral marketing to under 13s.
  • Disable behavioral ads for individuals under 18 by default.
  • Limit advertising to 10% of social media content.

3. Regulators and Lawmakers

• Urge strict enforcement of the General Data Protection Regulation (GDPR) protecting children's data.
• Enforce compliance with the Age Appropriate Design Code to safeguard young users' online experiences.

Conclusion

• The extensive exposure of children to manipulative advertising online necessitates immediate action from advertisers, platforms, and regulators.
• Addressing these issues is essential for the well-being of future generations in a changing climate and consumer landscape.