It’s worth noting that marketing aimed at children is not always on the wrong foot. There are several instances of marketers targeting children for all the right reasons, and in the right manner. Here are two of the better examples when marketers got it right.
Penny the Pirate
Penny the Pirate is a book app specifically for testing the eyesight of children as they read. The app provides results which based on their results will give parents the option to book an eye test instantly. The ad campaign for the book hinges on parental concern and the emotions of childcare.
[Leo] Mattel’s Barbie has been making the dreams of millions of little girls for a long time and it has had its share of hits and misses. In their latest commercial, the toy-makers capture people’s reactions as a bunch of young girls live their dream jobs in an adult world! It shows how passionate these little ones are and, how serious they take their dreams. Only, in the end, it shows that the girls are all playing with their Barbies in a make-believe-world, where they are living their dreams. With tons of emotional appeal and dollops of cuteness overload along with promises of a bright future, the ad succeeds at being motivational and tugs at heartstrings of both.
Due to the advent of digital mediums and subsequently digital advertising, it is getting increasingly difficult for children to stay away from its influence and for parents to keep a ‘hawk’s eye’ over their children. So, with internet marketing thrown into the mix it becomes necessary to monitor and regulate campaigns. And even more important is to protect their interests as consumers.
For instance, recently, the WHO [World Health Organization] urged governments to, “Set a minimum legal age of 16 for advertising foods high in fat, salt or sugar.” This step came into being as the current regulations about advertising these foods apply only to traditional media and not digital media. Or, most of the time, it applies to young children and not adolescents.
In the U.S., the COPPA [Children’s Online Privacy Protection Act] limits how much data can be collected from young children, and bans “behavioral advertising” directed at children under 13 without parental notice and consent. Even with these measures in place, the regulations overseeing these marketing campaigns will take time to develop. We want to know your thoughts on this. Voice your opinion by leaving us a comment.