Selling to Kids Online? Why Permission and Pressure-Free Practices Are Essential
Digital platforms make it easier than ever to reach young audiences—but when it comes to selling products or services to children, advertisers and marketers promoting directly to children under 13 are responsible for ensuring that purchases are made with adult permission and that advertising does not rely on sales pressure or emotional manipulation.
At BBB National Programs’ Children’s Advertising Review Unit (CARU), the standards are clear: children deserve safe, respectful, and transparent advertising experiences—especially when money is involved.
This requirement applies across websites, games, and mobile apps, and it’s particularly important for:
Best practices include:
If there’s no effective way to block unauthorized purchases, the advertiser should offer an easy way for the adult to cancel the order and receive a full refund.
Examples of tactics to avoid:
In short, advertising should not make children feel like they need to act fast, ask repeatedly, or pressure others to make a purchase on their behalf.
Advertisers can foster long-term trust with families and support a marketplace that values ethics as much as engagement.
At BBB National Programs’ Children’s Advertising Review Unit (CARU), the standards are clear: children deserve safe, respectful, and transparent advertising experiences—especially when money is involved.
When Advertising Leads to a Purchase, Permission Comes First
If your ad gives children the ability, or encourages them to make a purchase—whether that’s through a “click to order” button, an app store, or another online interface—it must be unmistakably clear that adult permission is required.This requirement applies across websites, games, and mobile apps, and it’s particularly important for:
- In-app purchases
- Branded e-commerce experiences
- Ads linking directly to a shopping page
Best practices include:
- Simple, direct language like “Get a parent’s permission before ordering”
- Clear placement of ordering disclosures near the action button
- Not highlighting the action button
- Making reasonable efforts to put purchasing control in the hands of the adult—such as requiring a credit card or parental authentication
If there’s no effective way to block unauthorized purchases, the advertiser should offer an easy way for the adult to cancel the order and receive a full refund.
Pressure Tactics Have No Place in Children’s Advertising
Children are naturally eager and impressionable. They may be more susceptible to phrases that create urgency, use emotional leverage, or imply social consequences. That’s why CARU’s guidelines prohibit advertisers from using sales pressure to influence children’s buying behavior.Examples of tactics to avoid:
- Phrases like “Buy it now” or “Hurry—before it’s gone” that push urgency
- Implying that a parent is better or more caring if they buy a product
- Suggesting that a child’s popularity or acceptance depends on owning the product
- Downplaying price with words like “only,” “just,” or “bargain”—terms that children may not understand to be exaggeration
In short, advertising should not make children feel like they need to act fast, ask repeatedly, or pressure others to make a purchase on their behalf.
Building Trust, Not Transactions
Consumer trust in your brand benefits your bottom line. When it comes to advertising and selling to children, the goal is credibility. A responsible ad campaign recognizes the developmental stage of its audience and respects the family dynamic by:- Making it clear that purchases require adult involvement
- Removing sales pressure and emotional manipulation
- Presenting prices clearly and honestly
Advertisers can foster long-term trust with families and support a marketplace that values ethics as much as engagement.