One of the first laws regulating advertising and what could not be done with it appeared in the middle of the 19th century in the United Kingdom. It focused on advertising aimed at children. In some countries or regions, such as Norway or Quebec, advertising directed at children under 12 is directly prohibited. In others, it is highly regulated and under many limitations, such as children’s hours or the impossibility of using certain techniques or selling certain products. However, the laws are not always followed or are followed in a questionable way (as is the case with unhealthy food).While completely legitimately enforced, advertising to children has become complicated and complex terrain and one that is reaching far more scope than it possibly was in the past, as children are exposed – like adults – to many more screens and many more potential ads. Online videos (especially those on YouTube) have already become what they consume by default, which opens the door to many more ads.Children have become the great target of the brands. Not that they weren’t before. Children became consumers from a very young age and brands used the power of what is known as ‘pester power’ . Now, it is believed that they may be more powerful in family purchasing decisions and also participate in many more areas and many more products. Their families listen to them and the brands want to be the ones that children bring up in those conversations.The advertising market for children is going to reach billions of dollars and is going to position itself in numbers of heart attacks.
Brands are already spending Tunisia Phone Number List on the order of 1 billion dollars to achieve this, as they recall in AdWeek . In 2021, they will have exceeded the 1,000 million barrier in a more than comfortable way. An estimate by PwC indicates that in 2021 advertising aimed at children (which is intended only for them) will move around the world 1.7 billion dollars.That amount of heart attack will be very marked by what happens in the online universe. Brands will spend money trying to reach connected kids , the 130 million “digitally-savvy” kids they will message on mobile and desktop.The problem of reaching children’s audiencesAll environments will be affected by this injection of capital and by this expense.
Advertisers seek to position themselves in video on demand (YouTube, of course), but also in search advertising and on social media. It does not matter that in theory children cannot use many of these services and that US and European privacy laws do not prevent the collection of information about children aged 13 and under to serve advertising.The industry moves a lot of money and the problems derived from doing things wrong in this area, they recall in AdWeek , fade with each change in the news cycle (one only has to think, for example, how the YouTube children’s app experienced a scandal for the publicity it contained, but how this did not make it disappear and how it was more or less erased with other scandals and other news).
Of course, analysts believe that this context and the fact that children have become the clearest focus of attention of advertisers should lead the tech industry to pay more attention to the problem and take better care of it. They have to position themselves in a more solid way in this field and to assume that this is a serious issue on which they have to act.”Children are the largest and fastest growing internet audience in the world, so you would think that Facebook or Google would have invested in marketing solutions for them, but you would be wrong,” an expert explains to AdWeek, noting that those who are working more in this field are startups.