Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Barn som måltavla - Om marknadsföring på internet

Blixt, Marie LU (2024) LAGF03 20242
Department of Law
Faculty of Law
Abstract
Today, children spend a significant portion of their lives on the internet. As children’s usage of the internet has increased considerably in recent years, marketing has also found its way online. Advertising online differs from traditional marketing strategies and is taking on new forms.
Personalized marketing and hidden advertising occur to a large extent on the internet. It’s not unusual for children to be the target of this extensive marketing and new methods. Because marketing online is largely personal-ized it becomes difficult for regulatory authorities to monitor and detect unfair commercial practices. This makes it easier for unfair commercial practices to fly under the radar and stay undetected.
For children it can be difficult... (More)
Today, children spend a significant portion of their lives on the internet. As children’s usage of the internet has increased considerably in recent years, marketing has also found its way online. Advertising online differs from traditional marketing strategies and is taking on new forms.
Personalized marketing and hidden advertising occur to a large extent on the internet. It’s not unusual for children to be the target of this extensive marketing and new methods. Because marketing online is largely personal-ized it becomes difficult for regulatory authorities to monitor and detect unfair commercial practices. This makes it easier for unfair commercial practices to fly under the radar and stay undetected.
For children it can be difficult to distinguish between marketing and amusement. Taking into consideration the children’s limited critical abili-ties, children can be considered a group in need of protection from these marketing methods, which are often harder to detect than traditional mar-keting.
It has been noted that children is a particularly vulnerable group in both ICC:s regulations and the Swedish marketing act. Today there are rules in place that prohibit direct solicitations of sales directed at children, which indicate that children are a group which needs protection. It may therefore seem strange that, despite this regulation, advertising can still be directed at children online.
As a conclusion this thesis finds that current legislation does not provide sufficient protection for children against online marketing. (Less)
Abstract (Swedish)
Barn och unga spenderar idag mycket stora delar av sina liv på internet. Samtidigt som barns internetanvändning ökat avsevärt de senaste åren har även marknadsföring funnit sin väg dit. Reklam på internet skiljer sig från den traditionella marknadsföringen och tar sig an nya former.
Individanpassad reklam och dold marknadsföring förekommer i stor ut-sträckning på internet. Inte sällan är det barn som blir föremål för denna omfattande marknadsföring och dessa nya marknadsföringsmetoder. Ef-tersom reklamen på internet ofta är individanpassad blir det svårt för till-synsmyndigheter att granska och upptäcka otillbörlig marknadsföring on-line. Detta gör att dold marknadsföring lättare flyger under radarn i det digitala landskapet.
För barn... (More)
Barn och unga spenderar idag mycket stora delar av sina liv på internet. Samtidigt som barns internetanvändning ökat avsevärt de senaste åren har även marknadsföring funnit sin väg dit. Reklam på internet skiljer sig från den traditionella marknadsföringen och tar sig an nya former.
Individanpassad reklam och dold marknadsföring förekommer i stor ut-sträckning på internet. Inte sällan är det barn som blir föremål för denna omfattande marknadsföring och dessa nya marknadsföringsmetoder. Ef-tersom reklamen på internet ofta är individanpassad blir det svårt för till-synsmyndigheter att granska och upptäcka otillbörlig marknadsföring on-line. Detta gör att dold marknadsföring lättare flyger under radarn i det digitala landskapet.
För barn och unga kan det vara svårt att skilja mellan underhållning och reklam. Mot bakgrund av barnets bristande kritiska förmåga kan barn anses vara i särskilt behov av skydd mot dessa moderna marknadsföringsmetoder som ofta är svårare att identifiera än traditionell reklam.
Att barn ses som en särskilt utsatt grupp konstateras i såväl förarbeten till MFL som ICC:s regelverk. Idag finns det regler som innehåller förbud mot direkta köpuppmaningar riktade mot barn, vilket tyder på att barn är en särskilt skyddsvärd grupp. Det kan därför te sig märkligt att man, trots denna reglering, får lov att rikta reklam mot barn på internet.
Som slutsats konstaterar uppsatsen att nuvarande lagstiftning inte tillgodo-ser barn med ett tillräckligt skydd mot marknadsföring på internet, samt att det finns viss förbättringspotential. (Less)
Please use this url to cite or link to this publication:
author
Blixt, Marie LU
supervisor
organization
course
LAGF03 20242
year
type
M2 - Bachelor Degree
subject
keywords
Civilrätt, Marknadsföringsrätt, Internet, Barn och unga
language
Swedish
id
9179570
date added to LUP
2025-03-20 13:53:17
date last changed
2025-03-20 13:53:17
@misc{9179570,
  abstract     = {{Today, children spend a significant portion of their lives on the internet. As children’s usage of the internet has increased considerably in recent years, marketing has also found its way online. Advertising online differs from traditional marketing strategies and is taking on new forms.
Personalized marketing and hidden advertising occur to a large extent on the internet. It’s not unusual for children to be the target of this extensive marketing and new methods. Because marketing online is largely personal-ized it becomes difficult for regulatory authorities to monitor and detect unfair commercial practices. This makes it easier for unfair commercial practices to fly under the radar and stay undetected.
For children it can be difficult to distinguish between marketing and amusement. Taking into consideration the children’s limited critical abili-ties, children can be considered a group in need of protection from these marketing methods, which are often harder to detect than traditional mar-keting. 
It has been noted that children is a particularly vulnerable group in both ICC:s regulations and the Swedish marketing act. Today there are rules in place that prohibit direct solicitations of sales directed at children, which indicate that children are a group which needs protection. It may therefore seem strange that, despite this regulation, advertising can still be directed at children online.
As a conclusion this thesis finds that current legislation does not provide sufficient protection for children against online marketing.}},
  author       = {{Blixt, Marie}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Barn som måltavla - Om marknadsföring på internet}},
  year         = {{2024}},
}