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Minors as content creators: A study of the effectiveness of advertising regulation in the United States, the United Kingdom and Spain

Esther Martínez Pastor orcid id ; Faculty of Communication Sciences, Department of Audiovisual Communication and Advertising, University of Rey Juan Carlos
Rodrigo Cetina Presuel ; Barcelona School of Management, Pompeu Fabra University
Isabel Serrano Maíllo orcid id ; Public Law Departament, Faculty of Communication Sciences Complutense University of Madrid

Puni tekst: engleski pdf 588 Kb

str. 48-69

preuzimanja: 67



This paper analyzes the degree of compliance with advertising regulation related to content ‎created by or aimed at underage people on YouTube. Research was done using content analysis on a ‎sample of 463 videos that were published on the YouTube platform in the period from 2016 to 2020. Videos‎ were selected from the channels of the 15 most popular children’s YouTubers, according to their position‎ on the Social Blade Ranking, which originated from the United States, the United Kingdom, or Spain. The ‎main objective of the study was to determine whether the videos disclose that they are about commercial ‎content and whether this is done in accordance with laws in force. In addition, it was researched whether ‎personal data were requested for promotional purposes. The article shows how despite the existence ‎of advertising regulation in all of the researched countries, compliance is minimal regarding the ‎identification of advertising content as such.‎

Ključne riječi

minors, YouTube, commercial content, legal criteria, privacy

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Podaci na drugim jezicima: hrvatski

Posjeta: 212 *