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End surveillance advertising to kids

Children are bombarded with advertising online, much of it precision targeted and highly manipulative.


This new reality for children has emerged without societal consent or effective regulation. Virtually no rules exist to apply to what is an enormous and growing part of children’s daily lives. We don’t think that’s OK, and we’re determined to change it.





The following organisations are members of the End Surveillance Advertising to Kids coalition:


The Problem:


The lucrative, barely regulated world of targeted ‘behavioural’ online advertising is central to the promotion of 21st century consumerism. Children are targeted in increasingly sophisticated ways with adverts that are tailored specifically for them based on large amounts of sensitive personal information. 


Children are particularly vulnerable to this invasive and highly manipulative marketing: they are more susceptible to the pressures of marketing, less likely to recognise paid-for content, and less likely to understand how and what kinds of data are used for these purposes than adults. The materialistic values expressed and reinforced in most adverts are damaging to children’s wellbeing and to the environment.


The scale of change required to address the environmental crises we face is incompatible with our consumer culture. Curbing consumerism is not possible without addressing excessive advertising.



read the blog 'it's time to end suRveillance advertising' 


What do we want?


To best protect under 18s, we are calling on the Government to ban surveillance advertising to all internet users.


In the meantime, websites popular with children should:


  • Comply with the law and stop targeting under 13s
  • Turn off targeting for under 18s
  • Cap ads to 10% of social media content


In September 2020 we authored a joint letter with lawyers, academics, clinicians, privacy campaigners, children’s rights advocates and environment groups, demanding major tech firms turn off targeted advertising to under 18s. The letter warned that firms are breaking EU and UK law if they process under 13s data for advertising purposes.


Download the joint letter here


This letter follows the £2.5bn lawsuit against Google in which the tech giant is accused of illegally data mining 5 million under 13s in UK on YouTube for advertising purposes. 


To hear more about this campaign and to receive regular updates, please sign up to the End Surveillance Advertising to Kids Campaign Newsletter.

In detail

The explosion of unregulated, targeted online advertising and the urgent need to address it presents an opportunity to reflect on the ethics of advertising to children in general. 


Read more about our work to reduce targeted advertising to children in our position paper "Kids for Sale: Online Advertising and the manipulation of children".


Download Position paper Here


Kids Not Consumers 


Are you a parent, guardian or teacher concerned about the bombardment of young children with adverts? We want to work with you.


FIND OUT MORE ABOUT OUR 'Kids not Consumers' network


teen tools for ad-resilience


To learn more about our campaign, please contact [email protected]

How can we end surveillance advertising?


Today one in three internet users are children, but they are using a digital environment that was not designed with them in mind. Our everyday activity on the Web, as well as that of our children, is recorded and tracked, with large multinational companies buying and selling this data in order to compile it into detailed profiles that then guide targeted advertising.


The system is clearly not working. But what can we do to change it? What campaigns are already running in this space? And how can you support them?

a small child with a dummy in their mouth is using a mouse to control a laptop

Kids for Sale? Children & Digital Advertising


One in three internet users world-wide are children. In the UK, 43% of 11-year-olds who go online say they have a social media profile. Yet virtually none of the services popular with children are ad-free. 


On 15 September we convened an international panel of experts to consider online marketing to children, its impacts, and what can be done to limit it.


To get involved with our wellbeing work, email Natasha Parker

To get involved with our wellbeing work, email Natasha Parker