Introducing UNICEF’s New Initiative on Child Rights and Digital Marketing: Shaping the Future of Responsible Engagement

In today's hyperconnected world, children are spending more time online than ever before. Did you know that by the time they reach 14, children could be exposed to up to 1,260 ads each day on social media alone? As the digital landscape evolves, so do the risks for children, and UNICEF is stepping up with a new initiative to address these challenges. And you can help! 

UNICEF is calling on digital marketing professionals, industry experts, as well as topic experts in civil society, academia, and government to contribute to our new project aimed at shaping actionable guidance for responsible commercial engagement with children online. Your insights are crucial to understanding how business practices, like digital marketing, affect children’s rights and well-being in the online world.

Why Is UNICEF Concerned About Digital Marketing?

Children's lives are increasingly intertwined with digital platforms, offering exciting opportunities but also exposing them to “4 C’s of online risk”: contact, content, conduct, and contract (or commercial) risk.

The fourth category — commercial risks — relates to how children engage with digital providers, often unknowingly entering contractual relationships, whether by accepting terms of service or having their data processed for targeted marketing. As digital marketing practices evolve, children’s unique vulnerabilities must be recognized and addressed.

"Understanding the commercial risks that children face online is critical to safeguarding their rights," says UNICEF’s Ida Hyllested, senior advisor on child rights and business. "With the rapid rise of influencer marketing, data-driven ads, and even AI-powered advergames [adverts in the form of video games], now is the time for us to revisit and update our guidance on marketing and responsible digital engagement."

UNICEF’s Commitment to Child Rights in Business

Since the launch of the Children’s Rights and Business Principles in 2012, UNICEF has been committed to working with businesses to promote responsible conduct that safeguards children’s rights. We’ve developed practical tools like the Industry Toolkit on Children’s Rights and Digital Marketing (2018), which has guided companies on integrating child rights.

As digital marketing practices evolve, children’s unique vulnerabilities must be recognized and addressed.

However, the fast-paced digital marketing environment presents new risks that demand updated approaches. “From increased data processing to the rise of AI in advertising, we are seeing unprecedented ways children are being targeted commercially online” says Josianne Galea Baron, UNICEF programme specialist on business engagement and child rights. This initiative will build on UNICEF’s legacy to provide cutting-edge guidance that equips businesses to respect children in this rapidly shifting landscape. children in this rapidly shifting landscape. 

📝 Take Our 5-Minute Survey! 📝 

To ensure that our new guidance is grounded in real-world insights, UNICEF is launching a survey for professionals in digital marketing, civil society, academia, and government. We want to hear from those who are directly involved in shaping the online experience for children. Your input will help us develop updated tools for responsible commercial engagement with children online, scheduled for release in 2025.

"This is not just about identifying risks," explains Sabrina Rau, UNICEF consultant leading the research. "It's about highlighting best practices and building a toolkit that helps businesses and organizations lead with child rights at the forefront."

Your responses to the survey will remain anonymous unless you choose to share your contact details. We also welcome follow-up conversations if you have more to share about your experiences and insights. The data you provide will play a critical role in shaping the future of responsible digital marketing for children.   

Stay Connected and Get Involved 

To stay informed about the progress of this initiative and future opportunities to engage, add your contact details here. If you have any questions about the survey or the project, feel free to reach out to us for more information or read our privacy notice here.   

By working together, we can ensure that children’s rights are protected in the digital space, while also creating a framework for the future of responsible digital marketing. Your voice matters — join us in making a difference.