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Du kan inte lura ett barn, eller? - En undersökning om barns skydd vid personifierad onlinereklam

Cooper Ellhammar, Tomasine LU (2023) HARH13 20222
Department of Business Law
Abstract
With the development of digitalization, personalized online advertising has grown worldwide. This means that companies, through so-called Cookies, collect personal data about the consumer to then create online advertising based on the consumer's interests. Cookies are a small data file that saves information about the consumer and then with the help of Online Behavioural Advertising, the data file with information can be sent on to other websites. This is the reason a user's feed on Tiktok, for example, can look the same on Instagram. It can be a very effective method of advertising for businesses because they understand what the consumer wants and what the consumer is most likely to buy. However, the fact that companies collect personal... (More)
With the development of digitalization, personalized online advertising has grown worldwide. This means that companies, through so-called Cookies, collect personal data about the consumer to then create online advertising based on the consumer's interests. Cookies are a small data file that saves information about the consumer and then with the help of Online Behavioural Advertising, the data file with information can be sent on to other websites. This is the reason a user's feed on Tiktok, for example, can look the same on Instagram. It can be a very effective method of advertising for businesses because they understand what the consumer wants and what the consumer is most likely to buy. However, the fact that companies collect personal data about minors can be problematic. Problematic to the extent that children do not have the same knowledge and understanding of what advertising is or means. Companies not only risk misleading children with personalized online advertising, but also risk forcing children to buy products through aggressive marketing.
With regulations such as The Marketing Act, GDPR, Electronic Communications Act, International Chambers of Commerce and the UN Convention on the Rights of the Child, the protection of children in the case of personalized online advertising is regulated. Rules such as that children under 16 should not be sent direct marketing and that children under 13 in Sweden must have parental consent when collecting personal data. Even the Convention on the Rights of the Child, which has been Swedish law since 2020, protects children in the form that they must not be exposed to physical, psychological harm or be exploited. Although all these regulations contain rules on the protection of children, there is no direct ban on personalized advertising aimed at children. However, the Digital Services Act will prohibit that. DSA is the result of large online platforms becoming increasingly larger and more powerful. With the fast development, the EU Commission understood that the regulations should also be updated at the same pace, to cover all areas and protect consumers more. Despite the DSA, the EU Commission's voluntary network has developed 5 principles for good advertising aimed at children and a (BIK+) strategy, which highlights how companies should treat minors as a target group. With several cases reported about the application Tiktok, such as in the Netherlands for an example, it can be stated that Tiktok, which is one of the larger platforms, collects information about minors without consent and without clarifying what the consent means. Hence, DSA can be of great help in matters relating to child protection. By investigating what the existing regulations say, then investigate the DSA, EU-commission's 5 principles for good advertising to children and the (BIK+) strategy, it is found that children will be protected more. However, since the legal areas are in constant development, the question of child protection does not have an obvious answer, yet. (Less)
Abstract (Swedish)
Med digitaliseringens utveckling har personifierad onlinereklam vuxit i hela världen. Det betyder att företag, genom s. k cookies, samlar in personuppgifter om konsumenten för att i sin tur skapa onlinereklam baserad på konsumentens intressen. Cookies är en liten datafil som sparar ner information om konsumenten och sedan med hjälp av bland annat Online behaviour advertising (OBA) kan datafilen med information skickas vidare till andra webbplatser. Det är därför en användares flöde på TikTok, kan se likadant ut på Instagram. För företag är detta en mycket effektiv metod för reklam eftersom de förstår vad konsumenten vill ha och vad konsumenten högst sannolikt kommer att köpa för produkter. Däremot kan det faktum att företag samlar in... (More)
Med digitaliseringens utveckling har personifierad onlinereklam vuxit i hela världen. Det betyder att företag, genom s. k cookies, samlar in personuppgifter om konsumenten för att i sin tur skapa onlinereklam baserad på konsumentens intressen. Cookies är en liten datafil som sparar ner information om konsumenten och sedan med hjälp av bland annat Online behaviour advertising (OBA) kan datafilen med information skickas vidare till andra webbplatser. Det är därför en användares flöde på TikTok, kan se likadant ut på Instagram. För företag är detta en mycket effektiv metod för reklam eftersom de förstår vad konsumenten vill ha och vad konsumenten högst sannolikt kommer att köpa för produkter. Däremot kan det faktum att företag samlar in personuppgifter om minderåriga bli problematiskt, därför att barn inte har samma kunskap och förståelse vad reklamen innebär. Företag riskerar att vilseleda barn vid personifierad onlinereklam, och därtill genom aggressiv marknadsföring påtvinga barn att köpa en produkt eller tjänst.
Med regelverk som Marknadsföringslag (2008:486) (MFL), Dataskyddsförordningen (GDPR), Lag (2022:482) om elektronisk kommunikation (LEK), International Chambers of Commerce (ICC) och FN:s barnkonventionen regleras barns skydd vid personifierad onlinereklam. Exempel på svenska regler är följande: direktreklam får inte skickas till barn under 16 år, vidare måste barn under 13 år ha föräldrars samtycke vid insamling av personuppgifter. Även barnkonventionen, som sedan 2020 är svensk lag, skyddar barn i form av att de inte får utsättas för fysisk och psykisk skada eller utnyttjas. Även om alla dessa regelverk innehåller bestämmelser om barns skydd, finns det inget direkt förbud mot personifierad reklam riktad till barn. Det kommer således Digital Services Act att förbjuda. DSA är resultatet av att stora online plattformarna blivit allt större och mer maktfulla. Med rättsutvecklingen, förstod EU-kommissionen att även regelverken borde uppdateras i samma takt, för att omfatta alla områden och skydda konsumenter mer, inte minst minderåriga. Trots DSA har även EU-kommissionens frivilliga nätverk tagit fram 5 principer för god reklam riktad till barn och (BIK+) strategin, som även belyser hur företag bör förhålla sig till minderåriga som målgrupp. Med flera fall rapporterade om applikationen TikTok, i Nederländerna som exempelvis, kan det konstateras att TikTok, som är en av de större plattformarna, samlar in uppgifter om minderåriga utan samtycke och utan att förtydliga vad samtycket innebär. Av den anlendingen kan DSA komma att bli till stor hjälp i frågor som rör barn skydd. Genom att undersöka vad de befintliga regelverken säger, för att sedan analysera DSA och (BIK+) strategin, konstateras att barn kommer att skyddas desto mer. Eftersom rättsområdena är under konstant utveckling har frågeställningarna om omfattningen av barns skydd vid personifierad onlinereklam inte ännu ett självklart svar. (Less)
Please use this url to cite or link to this publication:
author
Cooper Ellhammar, Tomasine LU
supervisor
organization
course
HARH13 20222
year
type
M2 - Bachelor Degree
subject
keywords
onlinereklam, MFL, GDPR, LEK, Barnkonventionen, DSA, TikTok, EU-kommissionen
language
Swedish
id
9112508
date added to LUP
2023-03-20 16:59:57
date last changed
2023-03-20 16:59:59
@misc{9112508,
  abstract     = {{With the development of digitalization, personalized online advertising has grown worldwide. This means that companies, through so-called Cookies, collect personal data about the consumer to then create online advertising based on the consumer's interests. Cookies are a small data file that saves information about the consumer and then with the help of Online Behavioural Advertising, the data file with information can be sent on to other websites. This is the reason a user's feed on Tiktok, for example, can look the same on Instagram. It can be a very effective method of advertising for businesses because they understand what the consumer wants and what the consumer is most likely to buy. However, the fact that companies collect personal data about minors can be problematic. Problematic to the extent that children do not have the same knowledge and understanding of what advertising is or means. Companies not only risk misleading children with personalized online advertising, but also risk forcing children to buy products through aggressive marketing.
With regulations such as The Marketing Act, GDPR, Electronic Communications Act, International Chambers of Commerce and the UN Convention on the Rights of the Child, the protection of children in the case of personalized online advertising is regulated. Rules such as that children under 16 should not be sent direct marketing and that children under 13 in Sweden must have parental consent when collecting personal data. Even the Convention on the Rights of the Child, which has been Swedish law since 2020, protects children in the form that they must not be exposed to physical, psychological harm or be exploited. Although all these regulations contain rules on the protection of children, there is no direct ban on personalized advertising aimed at children. However, the Digital Services Act will prohibit that. DSA is the result of large online platforms becoming increasingly larger and more powerful. With the fast development, the EU Commission understood that the regulations should also be updated at the same pace, to cover all areas and protect consumers more. Despite the DSA, the EU Commission's voluntary network has developed 5 principles for good advertising aimed at children and a (BIK+) strategy, which highlights how companies should treat minors as a target group. With several cases reported about the application Tiktok, such as in the Netherlands for an example, it can be stated that Tiktok, which is one of the larger platforms, collects information about minors without consent and without clarifying what the consent means. Hence, DSA can be of great help in matters relating to child protection. By investigating what the existing regulations say, then investigate the DSA, EU-commission's 5 principles for good advertising to children and the (BIK+) strategy, it is found that children will be protected more. However, since the legal areas are in constant development, the question of child protection does not have an obvious answer, yet.}},
  author       = {{Cooper Ellhammar, Tomasine}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Du kan inte lura ett barn, eller? - En undersökning om barns skydd vid personifierad onlinereklam}},
  year         = {{2023}},
}