The European Union has funded a research project on the scope and the impact of online marketing on children aged 6 to 12 years old.
The idea of this study began because today children spend lots of time online. Indeed more and more children play to online games, use mobile applications or surf on social media. Moreover the Internet has overtaken television as a tool for advertising in Europe, therefore children are increasingly exposed to problematic online marketing practices, such as adver-games, in app purchaises or extra fees payment to extend game play.
The study explains the frequency and the characteristics of online marketing targeting children, how children’s behavior, rights and awareness are affected by these marketing practices and how online marketing is regulated across Europe.
The study is relevant because it confirms the need for a strong and harmonised protection of children as young consumers.
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To go deeper into the subject, you can find the full study here