By Oscar Auza, CEO of Brandika
Carl Sagan once said, “The visions we offer our children shape the future.” But in today’s commercialized world, are we really treating children as the future of our society, or are we simply raising them to be consumers of the future?
As the CEO of Brandika, a leading marketing agency in the U.S., I’ve seen firsthand how advertising influences behavior. Children today are constantly exposed to marketing messages—on TV, in YouTube videos, within mobile apps, and even inside their favorite video games. These ads aren’t just selling toys or snacks; they are shaping values, habits, and worldviews.
Let’s break down how advertising impacts children, what the dangers are, and most importantly, how we can approach children’s advertising in a responsible and ethical way.
📢 The Hidden Power of Children’s Advertising
Marketers know something that many parents overlook: kids are highly impressionable. Research shows that children under 7 or 8 years old can’t even distinguish ads from real content. For them, if it’s on TV or a YouTube video, it must be true.
But even as they grow older, advertising plays on emotions, insecurities, and social pressures to influence their choices. From an early age, kids are conditioned to believe that:
✅ Buying more things = happiness
✅ Certain brands = popularity
✅ Success is measured by what you own, not what you achieve
This consumer mindset doesn’t just affect their spending habits—it has real consequences on their self-esteem, academic performance, and even their health.
🍔 Junk Food Ads & Kids’ Health: A Recipe for Disaster
Here’s a shocking fact: 98% of food ads targeting children promote unhealthy products. Fast food chains, candy brands, and soda companies spend billions making sure their products are the ones kids crave the most.
The result? A direct link between advertising exposure and poor nutrition. The more kids see ads for sugary cereals, sodas, and processed snacks, the more they:
- Prefer junk food over healthier options
- Develop unhealthy eating habits early on
- Face a higher risk of obesity, diabetes, and heart disease
Even worse, studies show that Black and Hispanic children are exposed to nearly twice as many unhealthy food ads compared to their white peers. This isn’t just marketing—it’s a public health issue.
🧠 Advertising and the Materialistic Mindset
Beyond food, advertising changes how kids think about success and happiness. Studies show that:
🔹 Kids exposed to more advertising tend to be more materialistic
🔹 Materialistic children report lower levels of happiness
🔹 They are less likely to care about social issues like environmental protection or helping others
Advertising trains children to seek fulfillment through consumption. Instead of finding joy in relationships, learning, or creativity, they associate happiness with owning the latest toy, gadget, or fashion trend.
In one experiment, kids were asked what they would do if they won the lottery. The more materialistic children were less likely to say they would help others. They were also less concerned about sustainability and recycling.
This is not by accident. Advertisers intentionally tap into kids’ insecurities and desire to fit in, making them believe they need certain products to be accepted.
📲 In-Game Purchases & Digital Manipulation
Advertising has evolved. It’s no longer just TV commercials and billboards—it’s woven into the content kids consume daily.
🎮 In-Game Advertising: Many mobile games frustrate kids on purpose, making them wait hours for a feature to unlock—unless they pay. These tactics create a sense of urgency and push children to nag parents for purchases.
📺 Product Placement: Popular YouTubers and influencers subtly promote brands within their videos, making kids believe that their idols use certain products. This is more effective than traditional ads because children trust influencers like they would a friend.
📢 Social Media Ads: Platforms like Instagram and TikTok use AI to track kids’ preferences and serve hyper-personalized ads, targeting their emotions and self-esteem.
This level of manipulation is alarming. Unlike adults, children don’t have the cognitive ability to recognize persuasive intent, making them easy targets for brands.
🛑 How Can We Protect Kids from Harmful Advertising?
We can’t eliminate advertising, but we can minimize its negative effects. Here’s how:
✅ 1. Teach Kids to Recognize Ads
The best defense against manipulative advertising is media literacy. Teach kids to ask:
- What is this ad trying to sell me?
- Why does it make me feel this way?
- Do I really need this, or is it just a trick?
These simple questions help kids think critically instead of blindly believing marketing messages.
✅ 2. Reduce Screen Time
Less screen time means less exposure to advertising. Encourage:
- More outdoor activities and creative play
- Ad-free streaming options (e.g., public broadcasting networks)
- Co-viewing—watching together and discussing the ads they see
✅ 3. Push for Ethical Advertising Policies
Countries like Sweden and Norway ban direct advertising to children. The U.S., however, still allows aggressive marketing. Parents and advocacy groups can:
- Support stricter regulations on kids’ advertising
- Push for better transparency in influencer marketing
- Demand accountability from brands targeting young audiences
✅ 4. Work with Ethical Marketing Experts
At Brandika, we believe in responsible advertising that builds trust, not manipulation. If your business needs a marketing strategy that respects both parents and kids, we can help.
🚀 Ethical Marketing: The Future of Advertising
Advertising is a powerful tool. It can either manipulate or educate, exploit or empower.
As an industry, we have a choice: continue marketing irresponsibly—or commit to a more ethical, transparent, and socially responsible approach.
At Brandika, we specialize in family-friendly, ethical marketing strategies. We help brands connect with younger audiences in a responsible, effective, and trust-driven way.
If you’re looking to build a marketing strategy that resonates with families without resorting to manipulation, let’s talk.
📩 Contact Brandika today: [your email or website here]
Together, let’s create advertising that respects children and builds a better future.
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