Exploring the world of children’s marketing: ICPEN’s best practice principles

Parents know that children spend a lot of time online, especially now with schools and camps closed due to the COVID-19 pandemic. They get ideas from influencers on social media and video platforms, shop on their smartphones, and influence massive household spending. This phenomenon is not limited to the United States. On average, children around the world spend at least three hours online outside of school on weekdays and more than three and a half hours on weekends, new data from the Organization for Economic Co-operation and Development shows. Companies have taken notice and are looking for new ways to reach kids via smartphones, tablets and laptops, sometimes with personalized messages, no matter where they are.

In response, the International Consumer Protection Enforcement Network (ICPEN), a network of consumer protection agencies from more than 60 countries, developed best practice principles for online marketing practices targeting children. If you advertise abroad, or advise clients who advertise abroad, you may want to review ICPEN’s best practice to understand a range of issues with consumer protection agencies and their efforts to ensure that online marketing to children complies with The various methods used by the law are within their jurisdiction.

ICPEN Best Practice Principles are high-level principles: they are‘Enforcement statements or guidance on how to comply with the laws of any particular jurisdiction. For tips on complying with the Federal Trade Commission’s Truth in Advertising Standards for advertising to U.S. children, please review this Business Center page and these updated FAQs about complying with the Children’s Online Privacy Protection Act.

The FTC is a member of ICPEN, which promotes cross-border cooperation and coordinates the cross-border consumer complaint website econsumer.gov. ICPEN developed best practice principles during the tenure of the President of Colombia’s Industrial and Commercial Regulatory Authority. To learn more about ICPEN and its work, please visit www.icpen.org.