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Varstvo koristi otroka in vplivnostni marketing
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Otroci niso zgolj privlačna ciljna skupina za oglaševalce, temveč se imetniki blagovnih in storitvenih znamk vse bolj zanašajo na otroke vplivneže, da zanje promovirajo blago in/ali storitve. Vplivnostno oglaševanje otrok posega v njihove številne pravice, zlasti v pravice do zasebnosti, razvoja, igre, do varstva pred ekonomskim izkoriščanjem in osebnostne pravice, ogroža pa lahko tudi njihovo (digitalno) varnost. To se lahko negativno odrazi na otrokovem osebnostnem razvoju in samopodobi. Vplivnostno oglaševanje otrok predstavlja (novo) obliko otroškega dela, ki zaradi varstva koristi otrok vplivnežev in njihovih pravic terja ustrezni regulativni varstveni ovir in tako ne sme biti prepuščeno avtonomiji volje staršev oziroma zakonitih zastopnikov teh otrok, da prosto odločajo, v kakšen obsegu in katere proizvode in/ali storitve bodo otroci vplivneži promovirali.
Univerza v Mariboru, Univerzitetna založba
Title: Varstvo koristi otroka in vplivnostni marketing
Description:
Otroci niso zgolj privlačna ciljna skupina za oglaševalce, temveč se imetniki blagovnih in storitvenih znamk vse bolj zanašajo na otroke vplivneže, da zanje promovirajo blago in/ali storitve.
Vplivnostno oglaševanje otrok posega v njihove številne pravice, zlasti v pravice do zasebnosti, razvoja, igre, do varstva pred ekonomskim izkoriščanjem in osebnostne pravice, ogroža pa lahko tudi njihovo (digitalno) varnost.
To se lahko negativno odrazi na otrokovem osebnostnem razvoju in samopodobi.
Vplivnostno oglaševanje otrok predstavlja (novo) obliko otroškega dela, ki zaradi varstva koristi otrok vplivnežev in njihovih pravic terja ustrezni regulativni varstveni ovir in tako ne sme biti prepuščeno avtonomiji volje staršev oziroma zakonitih zastopnikov teh otrok, da prosto odločajo, v kakšen obsegu in katere proizvode in/ali storitve bodo otroci vplivneži promovirali.
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