Abstract
In light of ongoing developments in technology and online social environments, the media landscape is changing and new business models are emerging. With audiovisual media services available the go, many viewers consume video content on-demand and on portable devices. These developments have caused children and adolescents in particular to increasingly turn their backs on traditional television by choosing to spend their screen time online – more specifically, on video-sharing platforms. The shift in audiovisual media consumption has spilled over to the advertising world: advertisers started teaming up with content creators on video-sharing platforms, resulting in the phenomenon of vlogger advertising. Due to the integrated nature of this form of advertising, questions are being raised regarding the level of protection youngsters (should) enjoy against vlogger advertising. This paper addresses these questions through the lens of children’s rights, as well as by scrutinizing the applicability and effectiveness of the existing legislation and self-regulation on commercial communication.
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