The Role of Children's Rights in Regulating Digital Advertising

International Journal of Children’s Rights, 27 (3), 455-481, 2019, doi: 10.1163/15718182-02703002.

23 Pages Posted: 19 Nov 2020

See all articles by Valerie Verdoodt

Valerie Verdoodt

London School of Economics & Political Science (LSE); Ghent University - Faculty of Law

Date Written: 2019

Abstract

An important domain in which children’s rights are reconfigured by internet use, is digital advertising. New advertising formats such as advergames, personalized and native advertising have permeated the online environments in which children play, communicate and search for information. The often immersive, interactive and increasingly personalized nature of these advertising formats makes it difficult for children to recognize and make informed and well-balanced commercial decisions. This raises particular issues from a children’s rights perspective, including inter alia their rights to development (Article 6 UNCRC), privacy (Article 16 UNCRC), protection against economic exploitation (Article 32 UNCRC), freedom of thought (Article 17 UNCRC) and education (Article 28 UNCRC). The paper addresses this reconfiguration by translating the general principles and the provisions of the United Nations Convention on the Rights of the Child into the specific context of digital advertising. Moreover, it considers the different dimensions of the rights (i.e. protection, participation and provision) and how the commercialization affects children and how their rights are exercised.

Keywords: children's right in the digital environment, advertising regulation, advertising literacy

Suggested Citation

Verdoodt, Valerie, The Role of Children's Rights in Regulating Digital Advertising (2019). International Journal of Children’s Rights, 27 (3), 455-481, 2019, doi: 10.1163/15718182-02703002., Available at SSRN: https://ssrn.com/abstract=3703312 or http://dx.doi.org/10.2139/ssrn.3703312

Valerie Verdoodt (Contact Author)

London School of Economics & Political Science (LSE) ( email )

Houghton Street
London, WC2A 2AE
United Kingdom

Ghent University - Faculty of Law ( email )

Universiteitstraat 4
Ghent, B-9000
Belgium

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