The European Economic and Social Committee adopted at its September plenary session two opinions which called for specific regulations to be put in place in a bid to protect children against harmful advertising and damaging online content. The EESC highlights that it is being favoured e-commerce over child protection.

EESC members adopted two opinions on advertising aimed at children, the internet and social media at its plenary session of 18 and 19 September. They called for specific regulations to be put in place to protect children against harmful advertising and damaging online content. According to the EESC, TV advertising has started using more sophisticated product-marketing techniques in a bid to becoming more persuasive. Despite that, current legislation has abandoned any restrictions on inserting adverts.

With regard online advertising, because ads are now present not only in audiovisual media, but also on the internet and social networks, it requires more restrictive and cross-cutting measures, says EESC members. According to a Commission report published in 2011, minors' privacy could be better protected on the social networks. Self-regulation of business operators will not suffice to protect children online, and stringent rules should include the closure of these websites and the withdrawal of licences in cases where holders breach data protection rules or promote child pornography, they added.

According to the EESC, the EU communication for a child-friendly internet was a missed opportunity for creating a coherent framework to protect minors. The communication fails to provide clear rules on advertising and glosses over food advertising, which, in the Committee's view, deserves specific regulation. As example, although the internet was not designed with children in mind, 75% of children now use it.