Sunday, December 4, 2022

FTC Evaluating Youngsters’s Capability to Distinguish Digital Ads from Surrounding Content material | Seyfarth Shaw LLP

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On August 23, 2022, the Federal Commerce Fee introduced it’ll proceed to hunt further public touch upon how kids are more and more being affected by digital promoting and advertising and marketing messages “that will blur the road between adverts and leisure.” Entrepreneurs more and more attain kids through digital media, together with by embedding promoting in video sharing platforms, social media platforms by means of influencer and celeb posts, video games, digital worlds, and different digital environments.

For years, entrepreneurs and publishers have used progressive strategies to create and ship digital promoting. One type is often known as “native promoting,” a time period that denotes promoting content material that bears a similarity to the information, function articles, product critiques, leisure, and different materials that instantly surrounds the commercial within the digital area. The query then turns into: are shoppers in a position to differentiate promoting from different content material? And that query is much more acute in terms of kids.

The remark interval is being prolonged along with the digital occasion “Defending Children from Stealth Promoting in Digital Media” to be held October 19, 2022, the place the FTC will study and focus on amongst specialists within the discipline the completely different strategies getting used to promote to kids on-line. Quite a few research have confirmed that kids and teenagers are utilizing screens and social media at an rising price, with a latest survey discovering that general display screen use amongst teenagers and tweens elevated almost 20 % from pre-pandemic to current, a price larger than the earlier 4 years mixed. Because the kinds and means by which digital promoting proliferates our on a regular basis lives, the implications on the attain and impact of such promoting on kids is rightfully receiving the eye it warrants.

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