Children online
From promoting objectionable content to presenting safety risks, inappropriate ads present multiple dangers for children. Here’s how to help them stay safe.
April 16, 2024
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5 minutes. Light
In today’s digital world, advertising is practically inevitable. From pop-up ads in your daily Wordle to sneaky affiliate posts on your favorite social media accounts, we are constantly bombarded with targeted marketing messages promoting products and services – and children are no exception.
While advertising can be a powerful tool for businesses, its impact on young minds is often underestimated and overlooked. Research shows that, due to the development of critical reasoning, young people are more influenced by these advertisements than adults. And, if you think about how the average teenager spends more than 8.5 hours a day in front of screens, you can imagine how the number of advertisements she sees increases.
This exposure can lead to multiple problems if not handled and discussed properly, with tech giants even under pressure to completely ban advertising aimed at children.
But what are the risks associated with younger people regularly consuming these targeted messages, whether they know it or not? We explore them below…
1. Normalize inappropriate behavior
One of the most obvious risks is that children are exposed to inappropriate content, products and services. Whether it’s R-rated material or violence, seeing this type of content promoted even on a subconscious level can normalize these behaviors and create a distorted sense of what is and isn’t appropriate.
Research suggests that prolonged exposure to this type of material can impact the development of the brain’s prefrontal cortex! This can result in increased aggression and inhibitory behavior, which stays with them throughout their lives and can get them into trouble in later years.
2. Distorted perceptions of reality
Advertising messages, which children tend to accept uncritically, can shape their perception of the world around them. With the rise of social media influencers and curated online content, ads often portray an idealized version of reality that may not reflect the complexities of everyday life. For example, with image editing software, artificial intelligence, and filters in abundance, young people may be routinely exposed to a distorted idea of what they “should” look like, what they “should” eat, how they “should” behave, and what they “should” ” share online.
This distortion can lead to unattainable expectations, low self-esteem, and a distorted understanding of social norms. Added to this is the increase in eating disorders, anxiety, insomnia and depression among younger people. Parents or responsible adults need to help children critically evaluate media messages and develop a balanced perspective.
3. Encourage unhealthy habits
When the purpose of ads is to drive sales, the nature of the products or services promoted is important in determining how they might impact the consumption habits of younger people.
For example, over 85% of teens are exposed to junk food ads on Instagram, Facebook, and Twitter. Worryingly, research shows that increased exposure to this is directly related to increased consumption of foods high in salt, sugar and fat. And it’s not just advertisements for unhealthy foods that are a problem: alcohol and tobacco products secretly promoted on various platforms can also lead to bad habits.
4. In-app purchases and financial risks
The ability to purchase new tokens, points, weapons etc. in mobile games has opened a new avenue for advertisers to target children. While these purchases may seem harmless at first, they can quickly add up, leading to considerable costs for parents or whoever is footing the bill.
Special game features, mods and virtual currencies entice children (and, let’s be honest, adults) to spend real money within apps, often without fully understanding the financial implications (please tell me I’m not the first to spend £ 50 in additional purchases). unconsciously). There have also been cases of extreme spending where a child unknowingly spent $16,000 of his parents’ money on in-app purchases. Whatever money you spend in these online realms, this extra financial output can put a strain on family budgets and even lead to reckless spending habits later.
5. Security and Privacy Risks
Some advertising that children may be exposed to may pose significant security and privacy risks. This can happen through specific banners, images or microsites, created by cyber criminals to contain malware or lead to phishing scams, putting children’s devices and personal information at risk. Meanwhile, even reputable companies can engage in excessive ad tracking that can compromise children’s privacy leading to the collection of sensitive data without parental consent.
Safeguarding against these risks requires robust cybersecurity measures and parental supervision. Parental control tools can be extremely valuable here, allowing parents and guardians to manage which apps can be downloaded and which websites can be accessed.
How can we help young people consume advertising in a healthy way?
While the risks may seem daunting, there is much that parents and guardians can do to protect children from the negative impact that exposure to advertising could have. Being proactive in providing support and having awareness of ongoing risks can help caregivers stay one step ahead of this inevitable part of daily life.
Open conversations
Open dialogue and communication play a crucial role in developing digital literacy and resilience. Discussing the potential dangers of advertising can enable young people to make informed choices about how they receive and interpret ads. With this knowledge and understanding, younger people may be better equipped to reject the distorted reality and unhealthy behaviors idolized in the advertisements they see.
Tools and resources
In addition to open dialogue, parental control software can be a valuable tool in managing children’s online experiences. Solutions like ESET’s Parental Control for Android offer app blocking, web filtering and screen time management, allowing parents and guardians to tailor children’s digital environments to their specific needs and concerns. By using these tools along with proactive communication, parents can create a safer and more secure online environment for their children.
The influence of advertising on children’s well-being cannot be overestimated. From promoting questionable content to presenting financial, security and privacy risks, ads present multiple dangers to young minds. However, with careful parental supervision, open communication, and appropriate technological safeguards, parents and guardians can help mitigate these risks and allow their children to navigate the digital world safely and responsibly.
To learn more about the risks children face online and how technology can help, go to Safer kids online.