Online Adverts’ ethical dilemma
February 12th, 2008 by Thomas
Online adverts need to adhere to the same rules as television commercials, according to a leading children’s charity. Richard Watts, coordinator of the Children’s Food Campaign has asked for standards to be set to prevent marketers using the web to target children. “If they are opening this thing up for pretty blatant product placement, not only should the rules about product placement on TV apply, but if it’s a product like Creme Egg that is obviously aimed at children, it should be stopped,” he told the Guardian. Social networking site, Bebo has commissioned a version of the successful Lonelygirl 15 video series. It first appeared on YouTube in 2006 and received large sponsorship from marketers. ‘KateModern’ has attracted investment from Microsoft, Procter & Gamble and Orange who paid up to £250,000 each to see their products feature on the show. Despite being free of some of the constraints on traditional media, the web is watched closely by lobby groups and internet communities.
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