YouTube Kids must be clearer to avoid US controversy in Britain, warns legal expert
Marketing Week | Kaltrina Bylykbashi | 7 Apr 2015
The YouTube Kids app, which is currently only available in the US, has caused some controversy today (7 April) as a coalition of consumer and children advocacy groups plan to urge the U.S. Federal Trade Commission to investigate advertising on the app.
Groups such as the Center for Digital Democracy and the Consumers Union believe that the app blends video programming and ads in ways that deceives children and parents, according to a report by Reuters.
Dan Smith, director at law firm Wragge Lawrence Graham & Co, told Marketing Week that marketers in the UK must ensure clarity when marketing to children.
“The main challenge, as in the US, would likely be around children’s ability to identify advertising content in the app, especially if it is presented in a similar way to other content.
“A fundamental principle of the UK Codes is that advertising should be obviously identifiable- where the target audience is children, advertisers may need to do even more to make that clear.”
