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Children and marketing on the internet

The internet is an efficient channel for marketers who wish to reach children and adolescents, and almost all products favoured by children are also marketed online.

Marketing aimed at children is regulated

Marketing aimed at children is regulated and evaluated in a stricter manner than adult-oriented marketing, since underage children are more vulnerable to marketing influences. The Consumer Ombudsman has determined a set of requirements for marketing aimed at underage children. These requirements include:

  • The human dignity of underage children must be respected.
  • Exclusively adult-oriented advertising must be kept separate from material aimed at children and adolescents.
  • Advertising must be readily identifiable as advertising.
  • Entertainment such as games may not be interrupted by advertisements or integrated with them.
  • Providing your consent for direct marketing cannot be a condition in contests aimed at children.

What you can do:

  • Use the internet together with your child, helping him or her to recognise advertising and its goals.
  • Report any inappropriate advertising to the consumer authorities or service provider.

Protect your child from direct marketing

Parents have the right to make decisions regarding advertising aimed at their children. Direct marketing by e-mail or text message is only permissible with the person’s prior consent. According to the Consumer Ombudsman, direct marketing messages may not be sent to persons under the age of 15 without the consent of their parents. With regard to marketing that is aimed at 15- to 17-year-olds, restraint is the rule, i.e. particular account must be taken of the nature of the advertised products. Find out more about protecting children’s personal information on the following page.

Chargeable services and online shopping

You can make purchases online and using your mobile phone with various services, such as online shops, in which case you can generally buy things on credit. However, minors’ purchases that exceed pocket money levels always require the consent of their parents (e.g. by e-mail or telephone); minors' purchases that have been made without their guardian’s verification are not considered binding. In addition, you cannot lure children into using mobile services such as order logos, or to participate in games on TV by means of direct exhortations to buy.

Tips

  • Discuss the rules concerning minors and online purchases together with your child.
  • Order the requisite call and text message restrictions, and a price restriction on your child’s mobile subscription, from your service provider.
  • Notify the Consumer Ombudsman or the service provider of any inappropriate websites.
Updated 26.11.2008   Print Print