How do you protect vulnerable groups from harmful advertising?

1 Understand the risks

Vulnerable groups may face different risks from harmful advertising, depending on their characteristics, circumstances, and needs. For example, children may be more susceptible to persuasive techniques, unrealistic claims, or inappropriate content that may affect their development, self-esteem, or health. Older adults may be more vulnerable to scams, frauds, or misleading information that may harm their finances, safety, or well-being. People with low income, education, or health literacy may be more exposed to predatory, deceptive, or unfair practices that may exploit their situation, ignorance, or desperation. To protect these groups, you need to understand the potential risks and harms that your advertising may cause or contribute to.

2 Follow the rules

There are various rules and regulations that govern advertising in different countries, regions, and industries. These rules are designed to protect the public interest, prevent unfair competition, and ensure ethical and responsible advertising practices. Some of these rules may apply specifically to vulnerable groups, such as children, older adults, or people with disabilities. For example, there may be restrictions on the type, content, timing, or placement of advertising that targets these groups, or requirements for clear and accurate disclosure, consent, or verification. To protect these groups, you need to follow the rules and regulations that apply to your advertising, and avoid any actions that may violate them.

3 Apply the principles

Besides the rules and regulations, there are also principles and guidelines that reflect the values and standards of the advertising industry and society. These principles and guidelines may vary by organization, sector, or context, but they usually share some common themes, such as honesty, fairness, respect, transparency, and social responsibility. Some of these principles and guidelines may also address the issues and challenges related to vulnerable groups, such as diversity, inclusion, accessibility, or empowerment. To protect these groups, you need to apply the principles and guidelines that are relevant to your advertising, and avoid any actions that may contradict them.

4 Check the impact

One of the best ways to protect vulnerable groups from harmful advertising is to check the impact of your advertising on them. This means assessing how your advertising may affect their knowledge, attitudes, behaviors, and outcomes, both positively and negatively. You can use various methods and tools to check the impact of your advertising, such as research, testing, feedback, or monitoring. You can also consult with experts, stakeholders, or representatives of the vulnerable groups to get their perspectives and insights. To protect these groups, you need to check the impact of your advertising on them, and make any necessary changes or improvements to enhance it.

5 Respect the rights

Finally, the most important way to protect vulnerable groups from harmful advertising is to respect their rights as consumers and citizens. These rights include the right to information, choice, privacy, safety, redress, and participation. These rights also imply some responsibilities for advertisers, such as providing truthful, relevant, and useful information, offering fair and reasonable options, respecting personal data and preferences, ensuring product and service quality and safety, addressing complaints and concerns, and engaging with consumers and communities. To protect these groups, you need to respect their rights and fulfill your responsibilities as an advertiser.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?