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Mark your calendar for October 19, 2022. That’s when the FTC will convene Protecting Kids from Stealth Advertising in Digital Media. Among the developments the virtual event will consider are the use of marketing tactics that make it difficult for children to distinguish between entertainment and advertising, and the rise of “kid influencers” whose videos often blur the line between paid promotions and unsponsored creative content.

Researchers, child development and legal experts, consumer advocates, and industry professionals will discuss the techniques used to market to children online and what measures should be put in place to protect kids from manipulative advertising. Some of the topics on the table include:

• Children’s capacity at different ages and developmental stages to recognize and understand advertising and distinguish it from other content;
• The harm to kids stemming from their inability to recognize advertising;
• What measures should be taken to protect them from blurred content in digital marketing; and
• The need for and efficacy of disclosures as a solution, including their format, timing, placement, wording, and frequency.

The virtual event will be open to the public from a link we’ll post early on October 19th. Bookmark the event page and continue reading the Business Blog for agenda updates.

Right now the FTC is looking for two things: 1) your comments about the specific questions posed and related topics; and 2) research papers on the subject. Send them to digitalads2kids@ftc.gov by Monday, July 18, 2022.

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