Advertisements Targeting Children

This blog post is in continuation of Part I and Part II of CCPA Guidelines for Misleading Advertisements 2022. This part deals specifically with CCPA Guidelines with respect to advertisements targeted at children, along with a comparative analysis with regulations in other jurisdictions.

The CCPA Guidelines encompass preventive measures designed to protect children from misleading advertisements. In 2018, advertisers globally spent a staggering 4.2 billion U.S. dollars worldwide on advertising directed at children. It was projected that this spending would escalate to 4.6 billion U.S. dollars by 2021, with about 1.7 billion stemming from digital advertising formats.¹ Advertisers intentionally target children because they are the easiest group to influence, making them a prime target audience² capable of influencing a child's behavioural pattern. Excessive exposure to media without appropriate supervision is concerning, highlighting the need of the Guidelines.