A Practical Guide to Advertising to Children
The rules that apply when marketing is directed at children, covering privacy, claims and disclosure.
Samir Haddad
The key figures
- COPPA
- regulates collection of personal information from children under 13
- Disclosures
- children are less able to recognize advertising
- Influencer content
- child-directed influencer marketing needs clear disclosure
- Platform policies
- restrict targeting of minors
Why this is worth getting right
Children cannot evaluate advertising the way adults can, and both privacy and advertising rules apply.
Do this, not that
Do
- Determine whether content is child-directed
- Get verifiable parental consent where required
- Make advertising obvious in child-directed content
- Avoid pressure tactics and unrealistic claims
- Review platform policies on minors
Don’t
- Collecting children's data without consent
- Ads disguised as entertainment
- Targeting minors with behavioral advertising
- Claims children cannot evaluate
When to bring in help
Our advice Bring in help when products appeal to children.
Where this comes from
- Federal Trade Commission — Children's privacy
- Federal Trade Commission — Disclosures 101 for Social Media Influencers
The figures and practices above come from the sources listed.
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Where to go next
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