Online Commerce
Kids don’t just see ads in media: more and more, they buy things right on their screens. This section looks at the ways that young people shop online and how they can be manipulated into spending.
Kids don’t just see ads in media: more and more, they buy things right on their screens. This section looks at the ways that young people shop online and how they can be manipulated into spending.
To help kids avoid the many traps and pitfalls set up by online marketers, parents and teachers need to become more informed about online marketing techniques and privacy issues – and then pass the information on to kids.
One of the most important recent developments in advertising to kids has been the defining of a "tween" market (ages 8 to 12).
Advertising: It’s everywhere. No, it’s not your imagination. The amount of advertising and marketing we are exposed to daily has exploded: on average, we see more than four thousand ads each day.[1] At the gas pumps, in the movie theatre, in a washroom stall, on stickers on fruit, during sporting events and plastered all over social media—advertising is pretty much impossible to avoid.
Kids are a highly desirable market for advertising: they control almost 150 billion dollars of spending in the U.S. alone and have a lifetime of spending ahead of them.
Kids are a highly desirable market for advertising: they control almost 150 billion dollars of spending in the U.S. alone and have a lifetime of spending ahead of them.
Parents of young children have an important role to play in protecting their kids from invasive marketing and in educating them about advertising from an early age.
Being exposed to sexual content is one of Canadian parents’ top worries about their kids’ online experience and also one of kids’ own top concerns. It’s not hard to see why: while there are no longer any explicitly pornographic sites among kids’ favourite platforms and websites – and the services that are their favourites such as TikTok and Instagram ban sexually explicit content – almost a third of Canadian kids have been exposed to porn online without looking for it.
We know that young people are accessing explicit content online. We know less about how this exposure is impacting their attitudes and behaviours. If kids are finding accurate and good quality information about sexual health or healthy relationships, that’s a positive thing. However, if the bulk of their exposure is to pornography, then they may be receiving distorted messages about relationships and sexual behaviour.
Given the high likelihood that youth are going to come across or seek out online pornography at one point or another, not to mention the many messages they receive about sex through other media, it’s important that parents take an active role in their kids’ internet use and start talking to them about healthy relationships and sexuality at early ages to help them contextualize and make decisions about what they’re seeing online.