Abstract
In today's beauty-obsessed culture, children are increasingly targeted by skincare marketing, raising significant ethical concerns. The trend of children adopting skincare routines focused on anti-aging and skin lightening impacts their mental health and self-esteem, often imposing unattainable beauty standards. Marketing practices in the digital age frequently violate the International Chamber of Commerce (ICC) Framework for Responsible Marketing Communication. Disparities in skincare marketing particularly affect children in low- and middle-income countries. There is an urgent need for stringent regulations, enhanced media literacy education, and ethical marketing practices to safeguard young consumers and prioritize their well-being and dignity.
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