Listen to thisShould marketing and advertising to youth via social media be allowed?
Who better to ask than young people themselves? A selection of quotes from UNICEF's Voices of Youth platform
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."
Živile, 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
28 February 2014
http://www.theguardian.com/sustainable-business/marketing-advertising-social-media-allowed-youth
