Consumer groups say FTC shouldn’t allow ‘influencer’ marketing to kids
Sarah D. Young
Influencer marketing has helped many brands reach new audiences and sell more of their product — but should kids be targeted by influencer marketing? Three advocacy groups don’t think so.
On Friday, the Center for Digital Democracy, Campaign for a Commercial-Free Childhood, and Public Citizen filed a complaint with the FTC against Google, Disney’s Maker Studios, and several other companies over the “unfair and deceptive practice” of aiming influencer marketing at children.
The groups contend that kids don’t have the same ability as adults to distinguish influencer ads from content. By using YouTube, for example, as a platform on which to show kids unboxing toys or promoting other products, the groups argue that companies are taking “unfair advantage of kids.”