ÖRT monitored with a new method

By: Trademagazin editor Date: 2020. 09. 18. 11:22

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The issue of digital advertising for children is in the focus of the ÖRT, and a new research method has been introduced to examine this. Their co-worker (13 years old) appeared in the digital space with an avatar profile and recorded the commercials that appeared in this way. The study ended with a reassuring result from an advertising ethics point of view.

An important and exciting question is what kind of advertising can be found on the pages most visited by children – according to the ÖRT’s study – for a 13-year-old child who can already be self-propelled in the digital space, and the content he sees remains hidden from adults, ÖRT raised the question. The idea for the methodology of the study was given by the English self-regulatory organization (ASA), it is true that the English research was done by a large research company, while the study of ÖRT was done on an experimental basis, with its own work.