Advertisement targeting kids – is it fair?

My son was asking me to put on his favourite YouTube channel. I selected one video and treamed it on the TV. It looks like a very usual video and I allowed him to watch it but just after 10 minutes of watching he came back and said he wants to buy eggs, gems and gold fish! I was surprised hearing his requests and enquired how he came up with them and he showed me how in the video a father and son make a pizza using all these stuffs. The video explicitly advertises Ben and Jerry ice creams by Unilever, some jelly stuff which I haven’t come across in India. (Don’t ask me why they are putting these things as pizza toppings!)

A video that at first looked very usual YouTube for kids turned out to be an elaborate advertisement getting kids to ask their parents to buy stuffs they shouldn’t be. The video that followed this one was all about two Kids trying to make McDonald’s burger and ice cream for a dinosaur.

Advertising for adults is good because in a way it educates consumers about goods. But consumers are mature enough to make decisions for themselves but kids are not. Search elaborate advertisements should be mark as spam by parents and should be removed by YouTube.

Note that there is a YouTube app for kids – it’s curated but still needs monitoring.

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