A new awareness campaign spotlights in-game marketing
The AdWiseOnline campaign is a result of a partnership between the DG CONNECT and DG JUST policy frameworks, as well as the public-facing networks of the European Safer Internet Centres (SICs) and European Consumer Centres (ECC-Net) within the framework of the Better Internet for Kids (BIK) initiative.
The campaign focuses on in-game marketing tactics, such as persuasive design, dark patterns, loot boxes, pay-to-win mechanisms, FOMO (fear of missing out) tactics and excessive microtransactions.
It has the core objective of raising awareness of manipulative practices and children's consumer rights by informing parents, guardians, educators, and policymakers about specific manipulative gaming, digital marketing, and consumer practices targeting children and young people.
The campaign aims to build a safer and more responsible gaming and digital environment, promote behavioural changes to reduce exploitative in-game spending, and encourage better online spending habits. Ultimately, while video games can offer positive experiences, it seeks to decrease the incidence of children and young people falling victim to manipulative marketing practices.
Under the campaign, children and young people will be involved in discussions about gaming environments and their general online consumer rights.
Running until mid-February, the campaign is built on a robust evidence base, with a research baseline developed to underpin its messaging. The insights gained from this research have been compiled into a comprehensive report on Manipulative digital marketing practices targeted at children and youth online, published as part of a pilot campaign organised between February and April 2024. It highlights key vulnerabilities and challenges faced by consumers in online environments.
Alongside the social media campaign and influencer collaborations, educational resources like podcasts, webinars for parents and teachers, a MOOC online course, youth-led videos, expert insights and interactive content will be featured. The campaign includes a child-friendly version of the AdWiseOnline guide to outsmart online ads in 29 languages. It explains in simple terms how companies make money through online advertising and offers tips to young people on navigating manipulative marketing practices.
For more information, visit the AdWiseOnline page on the Better Internet for Kids (BIK) Portal and stay tuned for upcoming releases.