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Wednesday, 28th August 2013

UK: Children and Advertising on Social Media Websites

Source: Advertising Standards Authority (UK)

From Executive Summary:

In the context of children’s increasing and more developed use of the internet and persistent concerns about the commercialisation and ‘adultification’ of childhood, the ASA has undertaken a survey to ascertain the compliance rate for ads appearing on social media pages viewed by children.

These ads must comply with the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (the CAP Code), which sets standards to prevent misleading, harmful and offensive advertising, and includes supplementary rules to ensure advertisers do not exploit children’s vulnerabilities.

Our survey involved 24 children aged between 11 and 15, who were invited to use internet enabled tablets and laptops fitted with image-capturing, data-recording software. As a result of their social media activity, the children were presented with a total of 427 ads.

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Having begun his career in academic libraries, Adrian Janes has subsequently worked extensively in public libraries, chiefly in enquiry work as an Information Services librarian. In this role he has had particular responsibility for information from both the UK Government and the European Union. He wrote a detailed report on sources for the latter which was published by FreePint in 2007, and has contributed articles to FreePint and ResourceShelf. He is involved in training in information literacy and the use of online reference resources.

A Contributing Editor to DocuTicker, he also write reviews for Pennyblackmusic.

More articles by Adrian Janes »



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