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Targeting children online: Internet advertising ethics issues

M. Jill Austin (Associate Professor of Management and Chair of the Management and Marketing Department, Middle Tennessee State University, Murfreesboro, Tennessee, USA)
Mary Lynn Reed (MBA student, Management and Marketing Department, Middle Tennessee State University, Murfreesboro, Tennessee, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 December 1999

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Abstract

Provides a set of guidelines that will assist Internet marketers in maintaining ethical marketing practices. Information about regulation of Internet marketing to children based on Federal Trade Commission regulations and guidelines developed by the Direct Marketing Association, Center for Media Education, and Council of Better Business Bureaux are also explained. Review of some of the Internet sites commonly visited by children provides additional guidelines for Internet marketers. Some of the issues discussed include: the use of kids’ clubs to sell products, appropriateness of content and terminology on the Web pages, information gathering/information sharing practices, and marketing practices.

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Citation

Jill Austin, M. and Lynn Reed, M. (1999), "Targeting children online: Internet advertising ethics issues", Journal of Consumer Marketing, Vol. 16 No. 6, pp. 590-602. https://doi.org/10.1108/07363769910297579

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited

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