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This is insightful, but I fail to see how: >While we didn’t exactly market directly to kids, we knew that they were buying. squares with: >Every time a kid h

This is insightful, but I fail to see how: >While we didn’t exactly market directly to kids, we knew that they were buying. squares with: >Every time a kid has 25p to spare, they have a choice. They can choose to buy a chocolate bar, or they can choose to buy a ringtone. Our job is to encourage them to buy digital goods, rather than sugary treats.

fishbacon 6y ago
The first is an opinion from the author, the other is a quote said in a meeting by a marketing person. The difference is what their goal is and what they can actually legally do. It is illegal to market to kids, however it is not illegal to sell products which kids want.
- indymike 6y ago
  "It is illegal to market to kids, however it is not illegal to sell products which kids want." What? I'm pretty sure kids are highly marketed. Toys, breakfast cereal, video games, etc... there are regulations and in the case of vices, outright restrictions... but at least in Europe and North America, advertising to children is very common... much to the chagrin of parents who are currently being spammed by their kids for a Rocket League season pass because they were spammed by the ads on the Xbox.
  - coddle-hark 6y ago
    It varies by country, even within Europe. In Sweden it’s illegal to market to kids.
  - shellac 6y ago
    "It is illegal to market to kids,[...]" I only know the UK law (a little), but from Consumer Protection Regulations 2008 it's often technically illegal to directly market to children. No idea whether it's really been applied, but there is also a bunch of regulation and industry guidelines that limits marketing in practice. This was an implementation of an EU directive concerning unfair practices, so presumably similar laws apply in other European countries. (Inevitably this is a bit slippery, but as I understand it there are a number of very common marketing tactics that are specifically outlawed. Some countries like Sweden have just banned advertising aimed at children)
  - edent 6y ago
    The Consumer Protection from Unfair Trading Regulations (2008) makes it clear that it is illegal: > 28. Including in an advertisement a direct exhortation to children to buy advertised products or persuade their parents or other adults to buy advertised products for them. https://www.legislation.gov.uk/uksi/2008/1277/made/data.xht?view=snippet&wrap=true https://www.legislation.gov.uk/uksi/2008/1277/made/data.xht?...
    - dragonwriter 6y ago
      You can spam kids with ads for things without a direct exhortation to buy or persuade their parents to buy, with zero reduction in effect. The knowledge that a thing exists and the indication that it has desirable traits works perfectly well (just as it does for adults); children don't need to be told to persuade their parents to get it for them, persuading their parents to get them things they have been convinced they want is what kids are programmed to do. That regulation is, like, the definition of making a show of doing something about a problem while doing absolutely nothing at all.
wodenokoto 6y ago
I saw it as a two different points in a time line. They knew kids where buying, they were fine with it, but didn't tune their marketing or strategy around it. Then comes a Marketing person and says "You do realize that your main customer group is choosing between you and a mars bar"
- mattcdrake 6y ago
  That makes sense, thanks.

fishbacon 6y ago

The first is an opinion from the author, the other is a quote said in a meeting by a marketing person. The difference is what their goal is and what they can actually legally do. It is illegal to market to kids, however it is not illegal to sell products which kids want.

indymike 6y ago
"It is illegal to market to kids, however it is not illegal to sell products which kids want." What? I'm pretty sure kids are highly marketed. Toys, breakfast cereal, video games, etc... there are regulations and in the case of vices, outright restrictions... but at least in Europe and North America, advertising to children is very common... much to the chagrin of parents who are currently being spammed by their kids for a Rocket League season pass because they were spammed by the ads on the Xbox.
- coddle-hark 6y ago
  It varies by country, even within Europe. In Sweden it’s illegal to market to kids.
- shellac 6y ago
  "It is illegal to market to kids,[...]" I only know the UK law (a little), but from Consumer Protection Regulations 2008 it's often technically illegal to directly market to children. No idea whether it's really been applied, but there is also a bunch of regulation and industry guidelines that limits marketing in practice. This was an implementation of an EU directive concerning unfair practices, so presumably similar laws apply in other European countries. (Inevitably this is a bit slippery, but as I understand it there are a number of very common marketing tactics that are specifically outlawed. Some countries like Sweden have just banned advertising aimed at children)
- edent 6y ago
  The Consumer Protection from Unfair Trading Regulations (2008) makes it clear that it is illegal: > 28. Including in an advertisement a direct exhortation to children to buy advertised products or persuade their parents or other adults to buy advertised products for them. https://www.legislation.gov.uk/uksi/2008/1277/made/data.xht?view=snippet&wrap=true https://www.legislation.gov.uk/uksi/2008/1277/made/data.xht?...
  - dragonwriter 6y ago
    You can spam kids with ads for things without a direct exhortation to buy or persuade their parents to buy, with zero reduction in effect. The knowledge that a thing exists and the indication that it has desirable traits works perfectly well (just as it does for adults); children don't need to be told to persuade their parents to get it for them, persuading their parents to get them things they have been convinced they want is what kids are programmed to do. That regulation is, like, the definition of making a show of doing something about a problem while doing absolutely nothing at all.

wodenokoto 6y ago

I saw it as a two different points in a time line. They knew kids where buying, they were fine with it, but didn't tune their marketing or strategy around it. Then comes a Marketing person and says "You do realize that your main customer group is choosing between you and a mars bar"

mattcdrake 6y ago
That makes sense, thanks.