“All of this is concerning for kids because they don’t understand the business model,” Livingstone said. ” Sonia Livingstone, a professor at the London School of Economics and one of the report’s authors, said part of that is because of the business model - which is largely funded by the in-game currency along with various branded experiences. “Whereas as an adult and you’re being marketed to, you have a healthy dose of skepticism because you know the marketing may be better than what the product or service is.”Įarlier this year, the Digital Futures Commission conducted a survey about eight different online platforms and found that Roblox and Fortnite were seen by children as the most “addicting,” “commercially exploitive,” and “unsafe. “They’re taking these advergames at face value,” Patten said. Children aren’t cognitively developed in their early years to understand marketing and distinguish it from other content, according to TINA executive director and co-founder Bonnie Patten. The group also claimed that influencers on the platforms and AI-controlled bots didn’t adequately disclose their affiliations with brands. According to TINA, branded experiences, in-game purchases and other content weren’t properly disclosed as marketing with Roblox.
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