Marketing and advertising directed towards children and youth is not a new phenomenon but increasing attention from parents, regulators, business and civil society around ethical debates have recently taken flight. Many children regularly have unsupervised access to numerous forms of media, particularly online. Advertising is everywhere: on TV, radio, the internet, and now more than ever, on our social media networks. There are growing concerns about the effects of this marketing on children's physical and mental health as well as on behavior and self-esteem.
Marketing and advertising to children often gets a bad reputation. But, does it have to?
To help shed light on this, in collaboration with the UNICEF Voices of Youth platform we asked young people to respond to the following question: Should marketing and advertising to children via social media be allowed? Why?
You will find below a selection of quotes from youth across the world.
Herman, 23, Kenya
"Of course it should. Why not? If it is meant for the children, then they should know it exists. By exposing children and youth to the world of advertising, you are ensuring that they learn the skill of choice. However, regulation should be highly advocated for. Children are very vulnerable, as much as you are giving them the power of choice, ensure that the market does not abuse this."
Mel, 22, South Africa
"No, they aren't experienced enough to form good judgement or views that are not biased...Younger and even older kids are easily influenced. We can advise them better, but not dictate."
Živilė, Lithuania, 17
"I think it shouldn't be banned first of all because it's simply impossible in the 21st century when media is very powerful. Also children have to learn to think about what's wrong and what's right."
Hewane, Ethopian living in Morocco, 23
"Of course! We live in a world where advertising is ubiquitous in everyday life. In fact social media is the best way to expose youth to products meant for them because it's the space where they are connected."
Fatoumata, Guinean living in Morocco, 23
"I don't see a problem with products being advertised through social media. The only types of ads that should be prohibited are those of a sexual nature or which are questionable morally. They could affect the psychological well-being of children. Social media is the main means of communication today."
Patrick, Uganda, 21
"Marketing and advertising on social media is not a bad idea. Their impact on children is likely to depend on the content and exposure. We should also consider the fact that some adverts are actually useful to children and have a positive impact on their lives in the long run. Evidence, especially from areas such as tobacco control, nutrition and HIV/AIDS suggests that marketing and advertising in social media can change health behaviours. It starts with me and you taking a bold step in guiding the children on positive use of social media and filtering what kind of adverts they are exposed to on social media. This is not easy but collectively it's very possible."
Francisca, 19, United Kingdom
"Over the past few decades we have seen a huge development in technology thus leading to social media. This is a good thing (like Voices of Youth ^_^) but at what point do advertisers consider the morality of marketing and targeting children and youth? Social media is such a new tool. Attempting to regulate advertising I believe will always be an issue."
Aulia, Indonesia, 20
"I decide to say "NO" for the marketing of ads to children. Marketing and ads should not be allowed for children. As we know they are not the customers, because the children don't have money or buy the products they want. We have discussed (on twitter) about the guidelines or rules for the company and I really agree about it. It would be the regulation of the company in creating the ads. But I am really sure it would be better if the government or some organizations conduct sensitization training for the companies to increase the awareness and make them realize that affecting children and making them into consumers is not a good thing. Sensitization for the parents is also an important thing."
Copy on this page is provided by UNICEF, supporter of the children: the next business agenda hub
