Influencers are exposing Norwegian children and young people to large amounts of social media advertising. We should both worry about it and do something about it.
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The fact that children have their own secret rooms is nothing new. But while a few hours of freedom in the woods can result in a few scratches, the digital free space of our time offers much more serious challenges for children and teenagers.
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Nearly half of Norwegian nine-year-olds and almost all thirteen-year-olds use social media, according to the Norwegian Media Authority's Children and Media 2022 study. How much do we really know about what content they are exposed to and who is the "friend" of children on social media?
Huge influence of influencers
On TikTok and Snapchat, children and teenagers meet the so-called. influencers who do makeup or make cotton candy from economical ingredients. It's not good that they rarely share their emotions with their parents, but it's always been like that. But something is new. The relationships that influencers build with children and youth and what they use their position for are worrying.
With the help of research agency Retriever, the Norwegian Media Authority has mapped what the 22 most popular influencers actually communicate among Norwegian children and adolescents. The effect is terrifying. Almost half of the entries contain advertisements - of own products, games, services, clothes, cosmetics, food and drinks.
17 percent of the analyzed posts contain hidden ads. This applies in particular to content from foreign influencers. Because while Norwegian law requires all advertising and sponsored posts to be flagged, in other countries the requirements are not as stringent. But foreign players must comply with Norwegian regulations if marketing is aimed at consumers in Norway. The challenge is that it is often difficult to determine whether foreign influencers are specifically targeting Norwegian consumers, and if they are not, they are also not covered by the Norwegian Marketing Act.
Business relationships can be personal
Many influencers go out of their way to form strong bonds with their followers, almost like a friendship relationship. There is talk of "we" and "us" and the relationship can be personal, genuine and mutual. But in reality, the relationship goes one way: the influencer sells their products, services or ideas. This is how a man like Andrew Tate can spread cold, misogynistic attitudes alongside burger advertising and Mr. Beast's crypto push.
If you are wondering what this looks like in practice, you can ask in your nearest Normal store what is this week's social media hit. New cheap perfume? Energy drink? Glazed nail polish? The shelves are empty anyway. It's easy to listen to recommendations from friends and acquaintances. Or "friends" and "acquaintances".
The Norwegian Media Authority's Children and Media 2022 survey also shows that children and young people are exposed to large amounts of advertising. More than six in ten 9-18-year-olds received advertisements for beauty products, more than half of products for slimming or gaining muscle mass. A quarter received an advertisement for plastic surgery. All of these can contribute to body pressure. Children and young people are at a vulnerable age where many are insecure and easily influenced.
Hidden advertising is prohibited
Hidden advertising is prohibited in Norway. This needs to both impact and be taken seriously by advertisers. They must ensure that marketing content is clearly distinguishable from other content. This is especially important where the ad is targeted at or likely to be viewed by children and young people.
Nevertheless, there are many hidden ads. Norwegian Office Consumer Protection is responsible for supervising social media and conducts regular supervision activities. In 2022, 63 violations were detected, in addition to suspected violations in 30 cases. Here, of course, the actors have their job to do. The problem itself is the exposure of children and young people to commercial pressure. It's worse when the lack of labeling makes it unclear whether the influencer who recommends the product received payment for it.
The Norwegian Consumer Protection Authority tries to give guidance first, but hidden advertising can also lead to financial sanctions.
New EU rules prohibit targeting minors
Strong and clear rules are important to ensure consumer rights for children and young people. The Privacy Commission has called for a comprehensive review of the regulations, and the Ministry of Children and Families has thankfully announced that this will happen.
The EU's new digital services regulation, the Digital Services Act (DSA), will strengthen users' rights on social media. It will be easier to remove illegal content in Norway, and marketing to minors will be prohibited. The DSA will also apply in Norway and it will be important to put in place effective supervision with sufficient resources within a framework that is currently being set at European level.
Neither parents nor authorities should invade youth rooms and fill every nook and cranny with spotlights. Videos of cotton candy tests and crazy stunts can be left alone. But young people need effective consumer protection. Legislation must be clear and must be effectively enforced. This makes it easier to both protect children and young people from commercial influences and keep them digitally free.
Mari Velsand, director of the Norwegian Media Authority
Marit Evensen, Deputy Director of the Norwegian Consumer Protection Agency
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Source: Norwegian Media Authority
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