In light of recent discussions about children’s advertising ethics, the Federal Trade Commission (FTC) has suggested that advertisers should “sharpen the blurred lines” when it comes to pitching their products to children. This follows the FTC’s day-long workshop last October on “Protecting Kids from Stealth Advertising in Digital Media,” the outcomes of which were summarized in a recently released “Staff Perspective” document.
The publication, which features a foreword written by Sam Levine, the Director of the FTC’s Bureau of Consumer Protection, identifies key practices that should be incorporated into advertising strategies to mitigate the potential harms of “stealth” advertising to children.
- Clearly identify that what is being shown is an advert. Young viewers should not be left wondering whether what they are watching is a sales pitch or simply fun content.
- Make necessary explanations and disclosures using clear and straightforward language that kids can easily understand.
- Design advertising in a way that is different from other types of content the children might be consuming. This distinction should be visually apparent to prevent blending of advertising and regular content.
- Internalise these guidelines within company practices and ensure all employees are well versed in these principles.
- Hold third parties accountable by ensuring that they, too, are obliged to follow the provided guidelines during collaborations.
Legal professionals and corporations should take heed of these guidelines, not only as a preventive measure against regulatory fines and penalties, but also for ethical considerations. Navigating this nuanced field of advertising can be challenging, so clear boundaries and practices can only serve to impede the propagation of deceptive marketing targeted at children.