Impact of online ads on children’s well-being: The ABCs

In today’s digital world, ads are practically unavoidable. From pop-up ads on your daily Wordle to sneaky affiliate posts on your favorite social media accounts, we are constantly bombarded with targeted marketing messages promoting products and services – and children are no exception.

While advertising can be a powerful tool for businesses, its impact on young minds is often underestimated and overlooked. Research shows that due to their developing critical reasoning, younger people are more influenced by these ads than adults. This exposure can lead to multiple problems if not managed correctly, with tech giants even under pressure to ban ads targeting children entirely.

But what are the risks associated with younger people regularly consuming this targeted messaging, whether they’re aware of it or not? We explore them below…

1. Normalizing inappropriate behaviors

One of the most obvious risks is children being exposed to unsuitable content, products, and services. This exposure can impact brain development, leading to increased aggression and inhibitory behavior.

2. Distorted perceptions of reality

Ads often portray an idealized version of reality that may not reflect everyday complexities, leading to unreachable expectations and poor self-esteem.

3. Encouraging unhealthy habits

Advertisements promoting unhealthy food, alcohol, or tobacco can lead to negative consumption habits in children, affecting their long-term health.

4. In-app purchases and financial risks

In-app purchases in games can result in substantial charges, leading to financial strain and reckless spending habits.

5. Security and privacy risks

Some ads may pose security and privacy risks, exposing children to malware and phishing scams. Parental control tools can help mitigate these risks.

How can we support younger people to consume ads in a healthy way?

Open conversations

Discussing the potential dangers of advertising can empower children to make informed choices and reject unhealthy behaviors idolized in ads.

Tools and resources

Parental control software offers app blocking, web filtering, and screen time management to create a safer online environment for children.

The influence of ads on children’s well-being cannot be overstated. With vigilant parental oversight and appropriate technological safeguards, parents can help empower their children to navigate the digital world safely and responsibly.