Today's children are growing up in a world that is more digital than ever before. From smartphones to tablets, social media to live streaming, children are exposed to advertising messages from a very young age. This exposure can have a significant impact on their attitudes, behaviors, and beliefs, making it more important than ever to ensure that advertising to children is safe and ethical.
Here are just a few reasons why safe advertising for children matters more than ever:
- Children are more vulnerable than adults: Children lack the cognitive and emotional maturity of adults and are therefore more vulnerable to advertising messages. Marketers have a responsibility to ensure that their advertising does not exploit this vulnerability or manipulate children into making decisions that are not in their best interests. Standards have been created and enforced across most areas of the world, from international committees like the IAB, that aim to promote compliance and ethical digital advertising practices.
- The internet has made advertising more pervasive: With the rise of digital media, advertising has become more and more pervasive. Children are exposed to advertising messages not only on traditional television but also on social media, gaming apps, and video streaming services. It's essential to ensure that advertising is safe and appropriate for children across all platforms.
- Trust is essential: Parents trust brands to create safe and appropriate advertising for their children. If a brand breaches that trust, it can have significant consequences, including damage to their reputation and loss of customer loyalty (look at all the concerns about brand and kids safety and YouTube). By creating safe and ethical advertising (showcased in safer spaces like mobile gaming), brands can build trust with parents and create long-lasting relationships with their customers.
- It's the law: In many countries, there are laws and regulations governing advertising to children (COPPA and GDPR are some of the largest globally). Failure to comply with these laws can result in significant fines and damage to a brand's reputation. By ensuring that advertising is safe and ethical, brands can protect themselves from legal and reputational risks.
So what does this all mean for you and your brand? Safe advertising for children matters more than ever before: as digital marketers, we have a responsibility to ensure that our advertising messages are safe, appropriate, and ethical for children. By doing so, you can build trust with parents, protect you and your brand from legal and reputational risks, and most importantly, ensure that children are not inadvertently harmed by any advertising messages.
Kidoz puts safety and compliance first: we are certified compliant with the Children’s Online Privacy Protection Act (COPPA) by FTC-approved safe harbor and by child privacy experts, PRIVO. We can help you reach your goals safely and effectively. Reach out to our team of trusted experts to learn more.
Stacey McDowall
