Targeted advertising, sometimes called behavioral advertising, refers to digital ads that are customized based on your browsing history and online behavior. Advertisers track data like the websites you visit, searches you make, items you view or purchase, videos you watch, and more. They use this to build a profile of your interests and preferences, which allows them to serve you ads that are more relevant to you.
Some common ways you may encounter targeted ads:
- Sponsored posts in your social media feeds based on your likes and engagement
- Product recommendations on ecommerce sites for items similar to what you’ve viewed
- Banner ads on websites related to topics you’ve searched for before
- Video ads before or during Youtube clips related to your viewing history
Targeted advertising is very common today, with over 80% of websites using some form of it. The goal is to increase click-through and conversion rates by showing you ads you're more likely to be interested in.
Children face targeted advertising in many of the same ways adults do. However, privacy restrictions limit the data companies can collect on kids under 13. Once they reach 13, teens are fair game for targeted advertising. Tactics used include:
- Behavioral ads in social media, video games, and apps
- Personalized content and recommendations in YouTube Kids and other child-focused platforms
- Targeting based on interests like toys, video games, movies, etc.
- Retargeting parents with related ads after they've shopped for kids
- Location-based targeting near schools, kid-friendly venues, etc.
The effects can be more influential on children as they lack the cognitive abilities and experience to recognize paid ads or critically evaluate them.
Research suggests targeted advertising can negatively impact children in various ways:
- Materialism - More exposure to product ads leads kids to tie their self-worth and happiness to possessions. This causes materialistic attitudes.
- Parent-child conflict - Kids see advertised toys and products and pressure parents to buy them, even if they’re unnecessary or unaffordable.
- Unhealthy eating - Targeting fast food and junk food ads at youth contributes to poor diets and obesity.
- Body image issues - Ads using idealized images of how kids “should” look can trigger low self-esteem and body dissatisfaction.
- Privacy violations - Collecting private data on children, who cannot consent, raises ethical concerns around privacy.
- Manipulation - Without maturity to identify paid ads, kids are more susceptible to manipulation tactics.
- Impulsive behaviors - Ads can trigger impulsive tendencies and less rational thinking in kids.
- Addiction - Highly stimulating, repetitive video ads may encourage addictive behaviors at a young age.
Many health experts and child development specialists argue for stronger regulations on targeted ads directed at children:
- The American Academy of Pediatrics supports a ban before age 7.
- Some countries like the UK and Norway already ban paid ads aimed at preschool ages.
- Rules could require ads be clearly labeled and separated from program content.
- Advertisers could limit targeting based on known child interests and behaviors.
- Stricter parental consent laws around data collection may help address privacy issues.
However, advertising lobby groups oppose strict regulations, arguing this infringes on freedom of speech protections. It remains a controversial issue with good arguments on both sides.
Parents aren't powerless against the influences of targeted advertising on kids. Some strategies include:
- Install ad blockers on browsers and devices to reduce exposure.
- Limit screen time and ban devices with ads from bedrooms and mealtimes.
- Talk to kids explain how advertising works and motivate them to think critically.
- Focus on real-life experiences like family, friends, and hobbies to shape values beyond possessions.
- Model anti-consumerist habits like avoiding impulse purchases and buying used.
- Advocate for regulations by supporting consumer protection groups.
While not always easy, proactive parenting can curb the effects of age-inappropriate advertising that exploits children’s vulnerabilities.
Targeted advertising towards kids clearly carries psychological risks that can negatively impact their wellbeing. But increased awareness, measured parental involvement, and advocacy around regulation can help minimize these effects. What matters most is focusing less on what advertisers want children to think, and more on instilling the healthy values we actually want to encourage in them.
