Who Regulates Online Advertising & Marketing to Children?

A new report by Berkeley Media Studies Group, part of the Public Health Institute in Berkeley, California focuses on the different methods companies use to advertise food to kids. It focuses on methods that have become popularized in the last two years such as the utilization of social networks. The main concern is that though mediums such as TV are somewhat regulated, but the online world still has no true regulations. Junk food advertising has been a huge concern and lawmakers have started to move to present a proposal to Congress to restrict junk food advertising. One author of the report says “With social networking, marketers are getting the kids to create the ads and share them with their friends. It is incredibly sticky and it is viral. Regulators need to understand that.”

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Kids Consuming More Online Content

Nielsen Online came out with a report showing that children consume more online streams and videos than those over 18. Kids 2-11 viewed an average of 51 streams and 118 Minutes of online video per person a month. Teenagers 12-17 watched 74 streams and 132 minutes of online video per person. The youngest group mainly watched children TV programming while older groups watched trailers, music videos and clips generated by other users.

Monthly Online Video Consumption among Kids, Teens and Adults (U.S., Home Only, April 2008)
Age Unique Viewers (000) Unique Viewer Comp % Streams per Viewer Min per Viewer
2-11

7,966

8.4

51.0

117.9

12-17

11,632

12.3

74.2

132.4

18+

75,122

79.3

44.3

99.4

Source: Nielsen Online, VideoCensus, June 2008
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Quick Hits – Media Impact on Children

Does Media have an impact on our children? This question is no longer a question but something validated through numerous studies over time. Yet why is it that most families continue to allow our children and teens to sit hours on end in front of a TV screen or bother to read up on or screen movies before allowing them to watch? Is it because of the convenience of using the TV as the ultimate babysitter? Is it because we don’t bother to really think about it and assume it our children and teens would know the difference of what is right and wrong? Is it because we have gotten used to the violence and sexual imagery used in almost every single TV show and Movie? Every single one of these points are probably true. We all know how much media affects us, how much more for the internet generation where every piece of media is only a click away?

I had such a fellow in my kindergarten who was very sensitive to television watching. In his play he always identified enemies, be they sharks, monsters or other children, and fortified himself and attacked them. Gradually, as TV was minimized in his life, (unfortunately it was never eliminated), his play became more social and less aggressive. However, several times during the year he visited his grandparents for a week at a time, where the TV was on most of the time. He came back in full attack mode. At such times he would push children down on the playground, and he would say to me, “They were going to hurt me,”

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How Safe are Social Networks?

In June, Common Sense Media released a comparative analysis the Internet safety features on the most popular social networking sites such as Facebook, MySpace, Bebo, YouTube, Club Penguin among others.

Though there has been significant improvements over time in building safety features for the users, more than half of the sites were deemed not adequate. Also many of the features are not easy to find or too obscure for the users. However it is still too easy for someone (think: children or teens) to lie about their age or access bad or inappropriate sites or videos.

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