In-App Ads and Purchases: What’s Fair (and What’s Not) When Marketing to Kids
In the digital world of games, apps, and virtual environments, it’s easy for advertising and purchases to blend into the experience—especially for children. But when ads are integrated into fun and immersive content, children may not understand that they are being marketed to, or that tapping a button could cost real money.
At BBB National Programs’ Children’s Advertising Review Unit (CARU), the guidance is clear: in-app and in-game advertising directed to children must be fair, clearly identifiable as advertising, and never manipulative.
Here’s what advertisers, app developers, and marketers need to know when engaging with children in digital spaces.
If an ad appears within a game or activity, it must be designed so that children can easily recognize it as advertising. Subtle design cues aren't enough; transparency must be built into the experience.
Buttons that say things such as “Get Now” or “Unlock” can be confusing if they don’t clarify that a cost is involved. Instead, clear phrasing like “Buy for $4.99 – Ask a Parent First” helps avoid accidental purchases and builds trust with families.
This is especially important in mobile and gaming environments where full-screen ads, pop-ups, and unlock screens are common. If a child can’t find the way out, the ad isn’t fair—it’s manipulative.
The core rule is simple: advertising should respect a child’s developmental level and not take advantage of their inexperience.
By building transparency, offering clear exits, and respecting young users' limited cognitive development, brands can create experiences that are engaging without being exploitative.
Want to make sure your advertising meets the highest standard in children’s media? Explore CARU’s Advertising Guidelines or set up a consultation with CARU’s Pre-Screening team. From concept to final cut, CARU offers pre-screening services to help businesses and agencies spot and correct advertising and privacy issues before ads, contests, and promotional websites go live.
At BBB National Programs’ Children’s Advertising Review Unit (CARU), the guidance is clear: in-app and in-game advertising directed to children must be fair, clearly identifiable as advertising, and never manipulative.
Here’s what advertisers, app developers, and marketers need to know when engaging with children in digital spaces.
Make Ad Interactions Transparent
Children should never be tricked into engaging with an advertisement. That means:- Avoiding misleading visuals, such as making an ad look like a game, part of a game, or interface
- Refraining from using social pressure (e.g., "Your [favorite celebrity] or brand wants you—click here! (to view an ad))
- Not requiring ad viewing as a condition to continue gameplay, unless it's clearly disclosed and optional
If an ad appears within a game or activity, it must be designed so that children can easily recognize it as advertising. Subtle design cues aren't enough; transparency must be built into the experience.
Clearly Show When Real Money Is Involved
Children may not always grasp that a digital item or upgrade costs actual currency. So, when in-app purchases are available, it must be clear that:- The transaction involves real money
- Parental permission is required
- The item is not part of gameplay unless purchased
Buttons that say things such as “Get Now” or “Unlock” can be confusing if they don’t clarify that a cost is involved. Instead, clear phrasing like “Buy for $4.99 – Ask a Parent First” helps avoid accidental purchases and builds trust with families.
Allow Easy Exits from Ads and Offers
Kids should be able to dismiss or exit an ad or purchase offer easily. If there’s an “X” button or “close” feature, it should:- Be large enough to notice
- Not be hidden or blend into the background
- Respond reliably to a child’s attempt to exit
This is especially important in mobile and gaming environments where full-screen ads, pop-ups, and unlock screens are common. If a child can’t find the way out, the ad isn’t fair—it’s manipulative.
Avoid Tricks, Guilt, and Manipulation
Advertising to children must never rely on tactics that exploit a child’s emotions, peer dynamics, or curiosity. That means avoiding:- Guilt messaging (e.g. “Don’t let your friends down—click now!”)
- Reward pressure (e.g. “You won’t level up unless you buy this.”)
- Disguised promotions (e.g. “Watch this cool scene!” that turns out to be an ad)
The core rule is simple: advertising should respect a child’s developmental level and not take advantage of their inexperience.
Responsible Digital Engagement Starts with Design
Games and apps offer powerful ways to reach young audiences, but they also carry significant responsibilities. When monetization and marketing strategies are involved, children must be protected from unclear costs and advertising that’s hard to recognize.By building transparency, offering clear exits, and respecting young users' limited cognitive development, brands can create experiences that are engaging without being exploitative.
Want to make sure your advertising meets the highest standard in children’s media? Explore CARU’s Advertising Guidelines or set up a consultation with CARU’s Pre-Screening team. From concept to final cut, CARU offers pre-screening services to help businesses and agencies spot and correct advertising and privacy issues before ads, contests, and promotional websites go live.