Children as Vulnerable Consumers in Online Environments

Abstract

Children are seen as vulnerable consumers, yet little research has considered why they are more vulnerable than adults in an online context. This conceptual article uses an ecological paradigm to explore the underlying mechanisms that bring about vulnerability for children in general and specifically when interacting with online marketer created material. It does this by using the definition of a vulnerable consumer outlined by Baker, Gentry, and Rittenburg to focus on how marketing influence creates power imbalance, hinders consumption goals, and affects personal and social perceptions of self, leading children to be vulnerable consumers in online contexts. A social ecological conceptual framework is presented that demonstrates the interdependence of children's vulnerability with the social structure of their environments. Finally, in discussing how marketers are ultimately the agents in control of creating a fair marketplace for children online, policy implications are given.

Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty

“…In view of this, children will be considered to be followers of the brands that interest them, mainly because they can influence to improve relationships with their peers, especially if these brands are socially relevant. There is an empirical understanding that through social networks, children satisfy identity formation, entertainment and interaction [6], perceived as primary activities in the formation of children as consumers [18].…”

Advertising Leads to Consumerism in Children

“…Their limited vocabularies, language skills, and "…underdeveloped cognitive abilities often hinder their understanding of messages designed for a more mature television audience" (Mehta & Bharadwaj, 2021, p. 2). Although children as young as 8 years old can understand the persuasive intent of advertising, they are unable to make use of this knowledge until they are older (Kennedy et al, 2019(Kennedy et al, , p. 1479. Therefore, children are captivated by what is seen in ads and know no better than to want the product(s) presented, leading to consumerism which businesses benefit from.…”

“…At around age 3 to 6, though they are able to identify advertisements and distinguish them from TV shows and programs, they may not be able to distinguish between entertainment and advertising, and they "might not understand that advertisements are trying to sell something." Up until around age 7, children rely on the perceptual characteristics of advertising, then become increasingly analytical between ages 7 to 11 (Kennedy et al, 2019(Kennedy et al, , pp. 1478(Kennedy et al, -1479.…”

“…However, they might not understand product value or the lack of and are quick to believe what is said about the product. By 13 years old, children are capable of understanding the purpose and persuasive intent behind advertisements despite not being able to recognize product placement strategies or that "clicking an advertisement on social media sends data to [marketers]" (Kennedy et al, 2019(Kennedy et al, , p. 1478(Kennedy et al, -1479. 14-year-olds and older may not know that social media platforms collect their data which is in turn used to target advertising to them, the users (The Australian Parenting Website, 2019).…”

“…Also, sometimes funny skits are incorporated in advertisements which may include inappropriate acts like lying and cheating (Chatterjee, 2018). Because children are vulnerable consumers "…unable to navigate the marketplace due to a lack of understanding, knowledge, and skills…" (Kennedy et al, 2019(Kennedy et al, , p. 1480, and they fit the stereotype of being innocent and naïve, they imitate the inappropriate behaviour seen in advertisements thinking it is acceptable. Likewise, children may attempt the stunts seen in advertisements, especially in the absence of parents or guardians, despite the statutory warning saying not to do so (Chatterjee, 2018).…”