Abstract
The children’s market has always been attractive to marketers but has also been recognised as one of the most vulnerable segments a company can target. Considering that children of young age might struggle to understand the persuasive intentions of a marketing message, there is an important debate related to advertising and marketing strategies targeted to children. Traditionally, research around children’s food marketing has been one of the most examined topics, considering the direct negative effects on kids’ health; however, marketers are nowadays increasingly targeting children in the online context, and new ethical issues arise from kids’ consumption of media and advertisements through digital technologies and online platforms. Therefore, this chapter’s objective is to examine the concerns and ethical issues regarding marketing activities targeted to children through digital platforms. The topic of this chapter addresses issues related to the following sustainable development goals (SDGs): Good Health and Well-being (goal 3) and Reduced Inequalities (goal 10).
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