Avatars and the ASA: Using technology by “reducing children’s exposure to age restricted ads”

The Advertising Standards Authority (ASA) has investigated how advertisements serve online to a mixed-age audience via websites and YouTube channels. The ASA is also cracking down on advertisers by using Avatar technology in a proactive monitoring sweep. It is to encourage more responsible use of audience and media targeting tools.

The goal of the nucleus is to reduce children’s exposure to age-restricted ads on mixed-age websites.

This project was primarily concerned with monitoring two major circumstances. Those include mixed-age online media, which means non-logged-in websites and YouTube channels with adults constituting 75-90 percent of the audience. Another source of concern was advertising for alcoholic beverages, gambling, and high fat, salt, or sugar HFSS products.

Also, advertisers can target individuals at an unfair advantage due to technological advancements such as audience-based stored data.





Nassima Azmzm

Nassima Azmzm

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