Impact of Marketing through Social Media, Online Games & Apps on Children's Behaviour

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Children are exposed to increasingly sophisticated marketing techniques online as Social Media, Online Games and Mobile Applications experience substantial growth.

Such marketing techniques are often outside the purview of existing regulatory frameworks and raises questions about how children are effected and their online safety. A recent study aims to provide a better understanding of online marketing to children and to inform effective policy measures for the protection of children as consumers. 

The study, which uses a range of information sources from literature reviews to in-app purchase data, finds that online marketing practices have an impact on children, and that children have difficulties identifying marketing content, in activating defence mechanisms and in taking decisions. The study suggests some policy recommendations to address children as a particularly vulnerable consumer group.

Read more and download the complete study here.