The World Wide Web, like an intricate spider’s web, weaves threads of boundless discovery and connection. Children are entangled in a mesmerising array of experiences within its strands, like the endless loop of cat videos and educational opportunities that spark the imagination.
However, amidst the vast sea of the online world, lie traps that can mislead. Young innocent minds can stumble upon inappropriate content or fall prey to the subtle call of false and misleading advertising with just a click. With 94% of Malaysian youth delving into the digital world by the age of 17, the draw of the web is undeniable, almost unavoidable even.
Picture This: a child tapping away at their favourite mobile game, immersed in a world of digital delight. Suddenly, the game is interrupted by an unexpected distraction–a bubble pops up with a new game suggestion. With a simple tap, the child is presented with options to purchase the game or unlock a treasure trove of new adventures at the lure of an affordable price tag.
In popular mobile games ads would cleverly blend into gameplay, urging real-money purchases with deceptive prompts. Given these games’ overwhelming appeal to children worldwide [1], these tactics can significantly influence their spending habits. Seems harmless? Think again.
These ads go beyond simple enticing in-game purchases to misleading practices like manipulative imagery and exaggerated claims. They frequently target children, who often find it challenging to evade these deceptive advertisements.
The Reality Check: False advertising isn’t just a blip on the digital radar. A study by the American Academy of Pediatrics showed that a staggering 96% of the most downloaded free mobile apps for children under 5 years old contain commercial content, turning screens into virtual billboards [2].
According to the Content Code, a set of guidelines that outlines the best practices and ethical standards for content creation, content designed specifically for children is bound to reach impressionable minds and influence social attitudes and aptitudes. For this reason, ads targeted towards children should be handled with care and shouldn’t take advantage of their vulnerability or lack of experience.
Effects of Unchecked Advertising: Children are constantly exposed to advertisements that exploit their vulnerability and manipulate their perceptions. Many ads online are often unregulated and can include promoting skewed body image ideals, the glamorisation of harmful behaviours like vaping and alcohol consumption, and materialistic lifestyles.
Take, for example, the recent viral post in which a beauty product seller promoted whitening products intended for adults, to children. What’s alarming is that the seller claimed that the strawberry-flavoured drink was suitable for consumption as early as 7 years old, falsely stating that it contained no collagen or sugar [3].
Similarly, a teenage influencer was exposed for endorsing illicit online gambling. Given the broad reach of social platforms, such endorsements pose a risk of influencing children into unlawful activities with addictive consequences.
The Call to Arms: But fear not, for we are not without weapons in this digital battleground. As guardians of the next generation, we must arm our children with the tools they need to navigate the digital realm safely and responsibly. Through vigilant supervision, open dialogue, and a healthy dose of digital literacy, we can empower our young ones to separate fact from fiction, turning them into savvy navigators of the online world.
From parents and guardians to educators and content creators, each stakeholder plays a vital role in fortifying our children against false or misleading advertising.
- Parental Guidance: Parents and guardians play a crucial role in monitoring their children’s media consumption and teaching them to recognise trustworthy ads. By overseeing screen time and teaching kids about self-regulation, parents can shield children from harmful advertising.
- Content Creators: Content creators should cultivate transparency and responsibility, always mindful of how their content may impact younger audiences.
- Educators: Likewise, educators are essential in fostering digital literacy skills, equipping children with the critical thinking prowess needed to navigate the murky waters of the internet.
In conclusion, while false and misleading advertising may loom large, so too does our resolve to protect our children. By prioritising education and fostering industry responsibility, we can safeguard them from these dangers and cultivate a safer online environment for the future.
