Children and young people are a vulnerable group that needs to be protected from unwanted tracking and targeting, and the Norwegian Media Authority wants a ban on targeted marketing to minors.
“However, we believe that banning targeted marketing to everyone is inappropriate because the majority in the Privacy Committee want to investigate,” says Mari Velsand, director at Medietilsynet
– The Commission has carried out an important and ambitious investigation. In the Norwegian Media Authority's response to the consultation, we highlight in particular the solid work done to engage children and young people with issues related to their own privacy, says Velsand.
Medietilsynet does not support a general ban on targeted marketing
A general ban on targeted marketing is being discussed in a Privacy Commission inquiry, and most want it investigated.
A minority of the committees indicate that content tracking and selection and marketing have positive aspects and responsible data processing is possible. A minority also believes that the ban is disproportionate. It may also have negative consequences for the media's ability to finance competition with global players.
You need to put an end to unwanted tracking
– The Norwegian Media Authority (Medietilsynet) supports the minority. We need to put an end to irresponsible and unwanted tracking, but we believe that the most important tool to counter this is better enforcement of existing and new European laws, says Mari Velsand.
Medietilsynet believes Norway should introduce an electronic ID card - ideally based on a common European standard.
“If everyone has to verify their age when creating a profile on social media, minors are more likely to avoid targeted marketing,” says Velsand.
Half of all 9-year-olds are on social media
The Privacy Commission proposes the establishment of a legislative committee to review and propose changes in regulations protecting children and youth in digital environments. The Norwegian Media Authority supports this proposal and asks in its consultative response for such work to be given priority. Reference is also made to the new EU rules on digital services (DSA). These include a ban on targeted marketing to minors.
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The Medietilsynet 2022 study shows that half of all 9-year-olds are on social media, and from the age of 13, almost everyone has access to social media.
The survey also shows that three in ten 13-18 year olds have seen fights or fight planning and alcohol sales online in the last year. Also, more than half of 13-18 year olds received advertisements for products to lose weight and gain bigger muscles.
– Medietilsynet believes that Norwegian authorities should more clearly demand that major global players take responsibility for underage users. A review of laws protecting children and young people could make this easier, says Velsand.
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Source: Medietilsynet
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