Digital Industry under Fire over Targeting Children as Consumers
The Bailey Review, carried out by CEO of the Mother's Union Reg Bailey, has resulted in pressure on the digital industry to address parent's concerns about the commercialisation of children.
The main issues that the digital industry is being asked to look into is the availability of adult material and certain marketing techniques.
The study asked for views from parents about the barriers they face in bringing up their children. It gathered opinions as to the appropriateness of certain products for children, including clothing and music video content, and whether or not businesses regard children as consumers.
The review found there has been particular concern over the marketing techniques associated with digital media, as well as the availability of "very adult material" through internet-enabled devices such as mobile phones, laptops and games consoles.
These concerns raised by parents could see an increase in scrutiny when it comes to marketing techniques such as behavioural targeting and retargeting.
The report recommends that the Internet industry must "act decisively to develop and produce effective parental controls" with "a robust means of age verification" for any age-restricted content.