It’s Time for Global Digital Protections for Children

Remember when teens all over the internet were losing their minds over Stanley Cups? How about the plush Squishmallows that every store sold out of in 2020? Or the infamous Labubu dolls? Trends come and go, but the consequences of these products’ short-lived virality are permanent. Such microtrends are the direct result of intentional campaigns targeted at children’s consumption habits. Corporations now use social media to manipulate adolescents into buying products through persuasive commercial messages disguised as organic content and entertainment. Protecting young people from such deceptive online marketing should therefore be an international policy priority.

The average screen time for U.S. “digital natives” is more than seven hours, and impulsive consumer behavior has grown exponentially among teens. Although many marketing tactics may seem transparent to adults, they are less obvious to young audiences. As a  2019 UNICEF discussion paper puts it, “children are not adequately equipped with the cognitive abilities or media literacy to identify advertising.”    

Addressing this challenge requires more than just increased parental vigilance. It calls for the creation of a new kind of cross-border organization: The International Coalition for Youth Protection (ICYP). The ICYP’s role would be to develop and advocate for the enactment of policies aimed at protecting minors from algorithmic manipulation and deceptive online marketing practices. 

Several countries have taken concrete steps in this direction. China and the United States have both passed laws that restrict companies from acquiring children’s data. Other nations have focused on abstinence. In November 2024, the Australian government, for example, passed a law blocking minors from accessing major social media platforms. But such restrictions face several significant practical challenges: verifying the age of individual users is difficult, and teenagers are often capable of working around these restrictions. Teens can still log on using a VPN or a secondary handle, while others avoid mobile app identifier limits by starting new profiles on their desktops.

An abstinence-only strategy, then, is unlikely to be a panacea. Effective policy at the international level must be multifaceted, promoting technological literacy while protecting children from harmful digital marketing tactics. Building on the 2022 European Commission recommendations and recently adopted legislation around the world, the ICYP should establish a digital “bill of rights” with a commitment to the following:

1. Helping children become critical social media consumers through the introduction of robust digital literacy curricula.

2. Restricting access to social media and video-sharing platforms for children under the age of thirteen.

3. Educating youth in sustainable consumer practices.

4. Forcing companies and influencers to explicitly label and disclose content created for marketing purposes.

5. Investing in the creation and maintenance of a robust and reliable international age verification system.

6. Supporting fair consumer practices. Children should never be targeted to purchase products by companies or online creators. Games marketed as free should not require in-app purchases and microtransactions to be played successfully.

The core principles that should guide the implementation of the above measures are already outlined in the UN Human Rights Council’s 2021 General Comment No. 25 on children’s rights in relation to the digital environment. It begins with the principle of non-discrimination, which requires states to guarantee equal and effective access to the digital environment for all children. It also affirms the best interests of the child, making children’s safety and well-being top priorities in all decisions surrounding the provision, regulation, design, management, and use of the digital environment. The framework also recognizes the right to life, survival and development by calling on governments to identify and address the risks that children face in the online ecosystem, including violent and sexual content, harassment, gambling, exploitation, abuse, and incitement to suicide. Finally, it emphasizes respect for the views of the child by ensuring that young people receive the training and support they need to make their voices heard and participate in digital spaces on an equal footing with adults.

Modern digital consumer practices have far-reaching consequences. The proliferation of microtrends results in a never-ending cycle of dopamine-induced overconsumption, causing measurable, long-term damage to youth mental health and the environment. The International Coalition for Youth Protection should therefore work to mitigate these harmful externalities by educating younger generations and discouraging companies from harnessing social media to target children and adolescents. After all, tomorrow is in the hands of our youth. With the support of the international community, they can build a healthier, more sustainable future.

Annika Lubin is a junior at Stockholm International School in Stockholm, Sweden