#SponsoredAds: monitoring influencer marketing to young audiences

Changes in children’s media habits, namely their access to and participation in online activities, have warranted concern from parents and advocates. This brief locates children at the epicenter of an exploding digital media landscape, and considers the way their deep connection to technology has generated new non-traditional marketing opportunities. Brands are actively using the internet to reach young consumers, primarily via social media influencers, whose online presence tends to blur the boundaries between commercial and entertainment content. Children are particularly susceptible to influencer marketing because their ability to effectively identify persuasive messages has not yet fully developed. As such, they are less likely to critically evaluate advertisements because sponsored brand posts by social media influencers can often appear trustworthy and honest. In this brief, we assess the strengths and weaknesses of existing regulation before reviewing the opportunities and challenges that influencer culture presents to young children. Recommendations are made to relevant stakeholders – such as parents, educators and policymakers – to help children better recognize influencer marketing and make well-informed, conscious consumption choices.