The Federal Trade Commission (FTC) issued a new document advising online marketers, including social media influencers, to avoid blurred advertising. Namely, they are called to distinguish advertising from child-oriented content to protect children from potential harm. This recommendation stems from the agency's October 2022 workshop 'Protecting Children from Hidden Advertising in Digital Media', highlighting how blurred advertising makes it challenging for kids to differentiate between ads and content. Samuel Levine, Director of the FTC's Bureau of Consumer Protection, emphasized that not blurring ads is the most effective way to protect children from potential harm.
During the 2022 workshop, participants deliberated on research findings that indicated a lack of skills among many young consumers to detect or figure out deceptive advertising, which can lead to deception and other types of harm. This includes marketing dangerous items, causing financial harm through unsafe purchases, and being subjected to targeted advertising based on data obtained. It should also be noted that there is no one-size-fits-all strategy for protecting children from these dangers, and depending entirely on parents to keep an eye on things is not enough.
As such, the FTC proposed five strategies to limit potential harm, including:
Ensuring children's safety online is paramount in today's digital landscape. The FTC's recommendations aim to protect children by promoting transparency and accountability in digital marketing, ensuring their online experiences are safe and free from hidden advertising risks.