Because they have an even more difficult time distinguishing between authentic content and advertising content on social media than adults, children 13 and under should not be targeted by marketers. influence, urges Option consommateurs. Mechanisms, which exist, should be put in place across Canada, adds the Quebec organization.
Canadian advertising standards govern marketing practices on all platforms, but at present, it is only in Quebec, because of its Consumer Protection Act, that advertising aimed at children is banned. . Both this ban and advertising standards, however, fail to specifically target the relationship between creators of social media content, often referred to as “influencers,” and the younger portion of their audience.
“Young people know and love influencers, but they don’t always distinguish between authentic content and advertising on social media. For the youngest, it is sometimes even inconceivable to think that this content can be advertising, even if it is clearly identified as such ”, says Me Clarisse N’Kaa, who has just published a study on this subject for Option consommateurs.
To produce a qualitative study, Mr.e N’Kaa interviewed people of all ages who reside across Canada. Trying to quantify the phenomenon – estimating the proportion of publications targeting young and not-so-young Canadian Internet users – will have to wait for a subsequent study and may require significant efforts, as the phenomenon of influencer marketing is still so bad. defined.
“Influencers are sources of information that are increasingly becoming a reference for many people, including children, who often turn their backs on traditional media such as TV, where advertising is better framed and better understood,” adds Me N’Kaa.
Drawing inspiration from Europe
Influencer marketing is all the more difficult to supervise as it crosses borders. Many Canadian Internet users subscribe to channels on YouTube, Instagram or other social networks that are controlled by people living in the United States or Europe.
This undermines the effectiveness of national initiatives. In Germany, it was decided to impose the use on advertising publications of a hashtag which clearly indicates – but in German, of course – that it is an advertisement. The English hashtags #Ad and #Sponsor probably work less well in Quebec than elsewhere in Canada. Other mechanisms would undoubtedly be more effective, believes Option consommateurs. The case of Ireland is cited by the organization as an interesting example. The Irish government is asking for more transparency from social networks when they share advertising. In particular, the Internet user should be able to know who paid for the ad, how much he paid for it to appear and why he was targeted by it.
Facebook and Twitter are not in favor of such an approach. They asked Ireland earlier this year to put its policy on hold and wait for the European Union to publish its own policy in this regard, in order to comply. The EU plans to legislate on social media advertising – especially advertising for political purposes – before the end of the year.
The desire of European governments to better regulate advertising on social networks will lead to the creation of mechanisms within these platforms that could be transposed in Canada or elsewhere, hopes Mr.e Clarisse N’Kaa.
“In Canada, for the moment, the Competition Bureau is evaluating on an ad hoc basis the possible cases of misleading advertising. We could follow the global effort to standardize what we demand from the owners of these platforms. Putting some order in this sector would be good for everyone: the public, platforms and influencers, ”she says.
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