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Online advertising, child health
Ellen Helsper Media and Communications Department
London School of Economics and Political Science
[email protected] @ellenhel
Advertising and children
Awareness Understanding Behaviour
John 1999; Kunkel et al. 2004; Livingstone & Helsper, 2006; Young 1990
Child health
‘Addic-
tion’
Moral develop-
ment
Consu-merism
Pester power
Obesity
Advertising, children and prevention (regulation)
Industry
• Self-regulation
• Watershed
• Ratings
Parents
• Media and Advertising Literacy
• Mediation (Technical, Restrictive, Active)
Schools
• Media/Advertising literacy curricula
• In school ‘product placement’
• Provision of school meals
Online advertising
Industry websites
Adverts and
virals
Pop ups
Peer referral
Social and
adver-games
(Nairn, 2012; Rozendaal et al 2013)
Vulnerability and negative outcomes
Socio-demographic
characteristics
Psychological characteristics
Digital literacy
Excessive internet use
(Negative consequences of
use)
(Smahel & Helsper, 2014)
Emotional problems
Time Online
Skills
Excessive Use
(Smahel & Helsper, 2014)
Sensation seeking
Time Online
Skills
Excessive Use
Vulnerability and negative outcomes
Offline
(Television)
• Uniformity in format
• Age ratings and watershed for children
• Ad breaks and no product placement in children’s programming
• Family/supervised activity
• Regulated/self-regulated
Online
(Advergames)
• Range of different formats
• Not clear what children’s sites are (in terms of use)
• Boundary between advertising and ‘product’ or ‘service’ unclear
• Peer or individual activity
• ‘Escapes’ regulation
We know most about awareness, understanding and desire outcomes
There is neither ‘one child’ nor ‘one effect’
Need to formulate what type of health outcomes we are looking at: Influence on behaviour χ awareness/attitudes
Online advertising is not TV advertising or screen time research but more like ambient and in programme advertising
To conclude
