Advertisers’ Child Rights Manifesto

Nearly $11 billion in ad revenue is generated annually by social media platforms from US-based users under the age of 18. In 2017 it was estimated that ad tech companies hold an average of 72 million data points on a child by the time they turn 13, which is an extraordinary amount. Beyond key ethical and child rights issues such as consent, agency and privacy, this datafication can have significant consequences for a child’s development. Children’s internet safety relies on the existence of trusted relationships between online platforms, children, parents/guardians and legislative frameworks, but it is essential that advertisers understand their role in navigating this.

That is why 5Rights has worked with the Conscious Advertising Network on the Children’s Rights and Wellbeing Manifesto.

This document is directed towards advertising practitioners within agencies and brands and is freely available for all of them to use. If children are your primary audience, you should ensure that child safety is a brand priority, rather than a function or a discipline within a business department. Even if your brand is advertising solely in adult-oriented media, it remains essential to prioritise children’s safety and privacy considerations.