Advergames, a seemingly meaningless word is taking over the child population rapidly, and bringing large criticism with it. Advergames are advertisements which are dressed up as games, therefore becoming more appealing to children and urging them to participate. Food companies such as General Mills and Post have engaged in the advergames industry, furthering the popularity of gamification. Parents, nutritionists, and the FTC (Federal Trade Commission) are beginning to crack down on this form of advertising which is being aimed directly towards children. Although there are strict regulations on advertising to youths, this harmless form of interaction with the brand through games does not violate any set regulations. Many of these games resemble popular online Disney games; and instead of paying a monthly subscription fee, one just has to put up with the annoying advertisement plugs throughout the game.
In her article “Kids don’t recognize advergames as advertising” Helen Leggatt explains that when children are playing these games, they are completely oblivious that they are being exposed to advertisements. Through a research study conducted by the New York Times, it was found that children hardly ever identify the game as anything other than that; only ten percent of all the participants were able to correctly identify the game as a virtual advertisement.
This idea of advergames is a smart tactic for the industry; they are able to reach their target audience without infringing on any regulations. From another standpoint, however, these games could be seen as deceptive, or subliminal due to their concealed manner in which they advertise. I think that as long as the FTC keeps watchful eye on the strategy of advergames, than they do not stand to be harmful. However, when they become unregulated, there lies a problem with ethics and advertising to youths.
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