Ethical behaviour essential when marketing to youngsters
What steps are needed to ensure your marketing is appropriate for children? (Mark Richards)
Marketing to Youngsters brings added Responsibility
Internet marketing consultants have been advised to keep certain things in mind when advertising their products to children.
Writing for Econsultancy, which has over 80,000 members, Kevin Gibbons noted that companies must be careful to ensure they do not appear to be exploiting or taking advantage of a vulnerable demographic.
Professionals working in the industry must try to follow fairly strict codes of conduct, he wrote on the enterprise’s blog which include not causing kids to feel inferior or unpopular if they fail to purchase the goods an organisation may be selling.
“Don’t tell kids they lack loyalty, courage or duty if they fail to buy a product,” he added. “Children can feel incredible brand loyalty so be careful not to exploit that by making unfair demands.”
According to Mr Gibbons, it is also vital that businesses do all that they can to prevent youngsters from trying to buy products they may not be suitable for, such as alcohol.
There are a number of dangers to adolescents online and internet marketing consultants need to be aware of this, he added.
The specialist noted that if enough firms fail to adhere to this guidance, then government bodies may decide to regulate the industry more stringently.