FTC Seeks Additional Public Comment on ‘Stealth’ Digital Advertising for Kids


WASHINGTON DC—The Federal Trade Commission (FTC) is seeking additional public comment on how children are affected by digital advertising and marketing messages that the agency says may blur the line between advertisements and entertainment.

The agency receives public comments as part of its plans for October 19, 2022 (opens in a new tab) event that will look at how marketers are reaching children through digital media, including integrating advertising into video-sharing platforms, social media platforms through influencer and celebrity posts, games, virtual worlds and other digital environments.

On October 19, 2022, “Protecting Children from Stealth Advertising in Digital Media” will feature researchers, legal and child development experts, consumer advocates, and industry professionals examining techniques used to advertise to children online – in all the different digital spaces that children frequent. – and what measures should be implemented to protect children from manipulative advertising.

Specific topics include:

  • The ability of children at different ages and stages of development to recognize and understand advertising content and distinguish it from other content;
  • Harm to children resulting from children’s inability to recognize advertising;
  • What measures should be taken to protect children from unclear content in digital marketing; and
  • The need for and effectiveness of disclosures as a solution for children of different ages, including the format, timing, placement, wording and frequency of disclosures.

The event will be held virtually and will be streamed on the FTC’s website at FTC.gov. A link to the webcast, along with agenda and speaker information, will be posted prior to the event. Registration is not compulsory.

The public will have until November 18, 2022 to submit their comments so they can have their say on the topics discussed at the October digital advertising event.

Information on how to submit a comment is available here.


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