Research on the impact of online marketing on children's behaviour

A new study by the European Commission's Directorate-General for Justice and Consumers provides novel insights into the prevalence and charateristics of online marketing which targets children. 
Date 2016-05-30 Author BIK team Section awareness, research
It also considers how their behaviour is influenced by these marketing practices and how online marketing is regulated across Europe.
 
Key findings from the study include:
  • Sophisticated and non-transparent marketing techniques are common. 

​Children are exposed to marketing practices in online games, mobile applications and social media sites which they may not understand.

  • Marketing practices have clear impacts on children's behaviour.
Marketing practices may affect children's behaviours without them being aware of it - embedded advertisements, for example, were found to have a subliminal effect. Additionally, children's purchasing behaviour is influenced by their exposure to prompts to make in–app purchases. 
  • Children do not receive equal protection across the EU.
The study showcases the need for strong and harmonised protection of children as consumers. It brings new evidence that allows us to understand that children are potentially vulnerable consumers in regards to marketing practices that can be considered unfair from the perspective of child consumers.
 
Read the full study here.

Related news

2024-04-15 advertising/commercialism, data privacy, gaming, technical settings BIK Team

AdWiseOnline guide to outsmart unwanted ads and marketing traps online

In today’s interconnected world, young people are increasingly exposed to digital marketing practices. From social media platforms to mobile apps and video games, the online landscape overflows with advertisements and persuasive tactics. AdWiseOnline campaign resources aim to equip YOU(th) with the knowledge they need to outsmart online ads and traps and know their rights.

2024-04-09 cyberbullying, hate speech, media literacy/education BIK Team

Media literacy in the fight against online hate speech

As part of the #MediaSmartOnline campaign, aiming to spotlight media literacy actions across Europe and running in cooperation with the network of Safer Internet Centres (SICs) and the Media & Learning Association (MLA) within the framework of the Better Internet for Kids (BIK) initiative, we are producing articles on a series of focus topics related to media literacy. This week, we’re diving into online hate speech.

2024-04-05 media literacy/education, online reputation, potentially harmful content BIK Team

Exploring misinformation for a young generation of voters: insights from the Fighting Misinformation Online Google summit

The Google summit on Fighting Misinformation online took place in Brussels on Thursday, 21 March 2024.  The event served as an opportunity to reflect on emerging disinformation trends and media literacy challenges moving forward, and especially in the context of the upcoming European elections, followed by other crucial elections in the United States and India later in the year. One of the sessions was called "Building Trust - Media Literacy with and for Young Voters" and saw the involvement and participation of eight BIK Youth Ambassadors. Keep reading for a recap of the day.