The digital world has created extraordinary opportunities for brands to connect with families. Yet, alongside this progress comes a less visible challenge: protecting children as they explore online spaces. With younger audiences spending increasing amounts of time on apps, games and video platforms, marketers have a heightened responsibility to ensure their strategies do not compromise children’s wellbeing or exploit their vulnerability. For brands working in the parenting and family space, this responsibility is not only a legal requirement but also a powerful way to build trust with parents and communities.
Children under 12 often struggle to distinguish between entertainment, education and advertising. Without clear guidance, persuasive techniques can influence their choices in ways they are not equipped to evaluate. A seemingly playful in‑app promotion or influencer recommendation can shape habits, drive “pester power,” and introduce values centred on consumption rather than wellbeing.
Targeted advertising relies on data, but when that data belongs to a child, the stakes rise dramatically. Profiling, behavioural tracking and retargeting can happen without transparent parental consent, leaving families exposed to risks they cannot see. For a brand seeking to serve parents, ensuring data is collected and stored responsibly is not just compliance, it is a mark of integrity.
Exposure to certain advertising, such as campaigns promoting unhealthy food or unattainable body ideals, can have long‑lasting consequences on children’s mental and physical health. Marketers who focus on positive messaging and genuine value build a foundation that supports healthier behaviours and earns lasting loyalty from families.
Campaigns designed for children must be crafted with clarity and care. Messaging should never mislead or manipulate, nor should it lean on emotional triggers that pressure children to buy or to convince parents.
Interactive content can hold a child’s attention, but the intent should be to inspire, inform and protect, never to push beyond what a family would consider reasonable or safe.
Clear, accessible privacy statements help parents understand how their child’s data is being used. Explicit consent processes and the option to opt out show respect for families’ rights.
Collect only what is essential and store it securely. By adopting a minimal‑data approach, brands reduce risk and show parents they place safety above convenience.
Children and parents should be able to identify marketing at a glance. Campaigns that blur lines between content and commerce erode trust and risk regulatory action.
Influencer marketing aimed at families must include clear disclosures. Selecting creators whose values align with your brand ensures content feels authentic, not exploitative.
Advertising should uplift rather than harm. Campaigns that highlight healthy habits, encourage creativity, or support emotional growth stand apart in a crowded marketplace.
Laws such as COPPA and the UK GDPR, alongside codes from the ASA and CAP, provide a baseline for safe marketing to children. Yet, leading brands look beyond minimum requirements. By continually assessing emerging technologies, evolving platforms and new behavioural trends, marketers can anticipate risks before they become widespread issues.
Every decision, from creative design to data handling, should be filtered through one question: does this protect and respect the child’s best interests?
Campaigns that invite parental involvement, such as opt‑in learning tools or shared digital experiences, build bridges between brand and family. This partnership fosters a sense of security that strengthens loyalty over time.
Proactive marketers not only follow guidelines but also lead the conversation, developing new best practices that champion safety and wellbeing across the industry.
Children’s online safety is more than a regulatory obligation, it is a defining issue in ethical marketing. Brands that operate in the family and parenting sector hold a unique position of influence. By prioritising transparency, safeguarding data, and crafting campaigns that support rather than exploit, they set a new benchmark for trust. In doing so, they not only protect young audiences but also strengthen their own reputation as champions of responsible, future‑focused marketing.
