Children See Many Ads for Products That Change Looks Online

Many children in England are seeing online ads for products that change their looks, like weight loss drugs and skin creams. Some children have had bad reactions. The Children's Commissioner wants rules to help keep kids safe from these ads.
By Newsroom | Children's Health, Online Advertising |

Young individuals in England face significant exposure to online advertisements promoting products that can alter their appearance, including weight-loss drugs, skin-lightening creams, and steroids. These advertisements, found across social media, video games, and apps, have led some children to experience adverse effects. The Children's Commissioner for England is calling for stricter regulations to safeguard minors from such content.

Context

A recent study, commissioned by the Children's Commissioner for England, Dame Rachel de Souza, has brought to light the pervasive presence of advertisements for appearance-changing products targeting children online. The research, which involved a survey of 2,000 children aged 13 to 17, revealed that many young people are routinely exposed to these ads.

Children 'bombarded' with weight loss drug ads online, says commissioner - 1

  • The findings indicate that over half of the children surveyed had seen advertisements for food and drink products claiming to aid in weight loss.

  • Similar numbers reported seeing promotions for exercise and diet plans.

  • Beyond weight management, children were also exposed to ads for other appearance-altering items like skin-lightening products and steroids.

  • Some children reported negative experiences after using these products, including infections caused by eyelash products containing undisclosed chemicals.

  • The study also highlighted ethnic disparities, noting that black children were more likely than white children to report trying weight-loss products and exercise/diet plans.

Scope of Exposure

Children in England are routinely encountering advertisements for a range of appearance-altering products through various online platforms. The data suggests a widespread and consistent bombardment of this type of content.

Children 'bombarded' with weight loss drug ads online, says commissioner - 2

  • Advertisements were observed on social media, within video games, and across various apps.

  • The products promoted include weight-loss injections, skin-lightening creams, and steroids.

  • The prevalence of these ads raises concerns about their impact on children's self-esteem and body image. Dame Rachel de Souza noted that many children reported that being exposed to this content negatively affects them.

Adverse Reactions and Health Concerns

The exposure to these online advertisements has translated into tangible harm for some children, with reports of adverse reactions after trying the promoted products.

Children 'bombarded' with weight loss drug ads online, says commissioner - 3

  • Infections have been reported, specifically linked to eyelash products containing undisclosed chemicals.

  • Weight-loss injections, which are prescription-only medicines, are being advertised, presenting a public health concern as they are not intended for direct-to-consumer promotion.

  • The direct link between online exposure and adverse health outcomes necessitates a robust examination of current online advertising regulations.

Ethnic Disparities in Product Engagement

The research has identified a notable difference in the engagement with these appearance-altering products across different ethnic groups.

Children 'bombarded' with weight loss drug ads online, says commissioner - 4

  • Black children were found to be more likely to have tried weight-loss products, as well as exercise and diet plans, compared to their white counterparts.

  • This finding suggests that targeted marketing or specific cultural influences may be contributing to higher rates of engagement within certain demographic groups. Further investigation into these disparities could inform more equitable safeguarding measures.

Calls for Regulatory Action

In response to these findings, the Children's Commissioner for England has put forth several recommendations aimed at enhancing child protection online.

  • A call has been made for a ban on all advertising to children on social media platforms.

  • There is a proposal to strengthen Ofcom's children's code of practice to explicitly protect children from content related to body stigma.

  • Recommendations also include strengthening the regulation and enforcement of online sales of age-restricted products, to prevent children from purchasing them.

  • The commissioner emphasizes that simply banning certain content is not a complete solution, acknowledging the complex nature of online influence on children.

Proposed Interventions

Dame Rachel de Souza has outlined specific measures to address the issue of harmful online advertisements targeting children.

  • Strengthening the regulation of online sales of age-restricted products is a key recommendation.

  • The report calls for enhanced enforcement to ensure that children cannot easily acquire these products online.

Expert Analysis

"Children today do not distinguish between ‘being online’ and ‘being offline’ in the way that adults do, or even in the way that previous generations of children did."— Children's Commissioner for England, Dame Rachel de Souza

This statement underscores the pervasive integration of online experiences into children's lives, making them equally vulnerable to online harms as they are to offline ones. The commissioner's observations highlight the inadequacy of traditional regulatory frameworks that may not fully account for this integrated reality.

Conclusion

The evidence presented indicates a clear and present danger to children's well-being due to the extensive online advertising of appearance-altering products. The reported adverse reactions and the commissioner's urgent calls for action highlight the need for immediate and decisive regulatory intervention. While strengthening existing codes and banning certain types of advertising are crucial steps, the interconnectedness of children's online and offline lives suggests that a comprehensive approach is required. This includes not only stricter advertising standards but also improved enforcement of sales regulations for age-restricted items. The identified ethnic disparities also warrant further exploration to ensure that protective measures are equitable and effective across all demographics.

Sources

Frequently Asked Questions

Q: What kind of products are advertised to children online?
Ads are for things like weight loss drugs, skin lightening creams, and steroids.
Q: Have these products caused problems for children?
Yes, some children got infections from products like eyelash treatments.
Q: What does the Children's Commissioner want to happen?
She wants to ban ads for children on social media and make new rules to protect them from body-shaming content.