Today, the Alpha generation (born from 2010 onwards) cannot conceive their lives or relationships without online connections, as 86% of them in Latin America have access to a smartphone that allows them to access unimaginable content that was previously unavailable.
In this context, children and adolescents receive a daily gift that they may not be fully aware of, and it touches each and every one of them: "free" access to the internet, the largest library in the history of humanity. They can learn, inform themselves, entertain, discover their passions, develop interests and tastes at an earlier stage, all from a "free" device.
Why is it mentioned as "free" in quotation marks? It's very simple. There are only two ways to access digital content: by paying for it through in-app purchases, games, websites, and/or subscriptions, or by having digital advertising from brands pay for it through their investments to promote their products and services. In the latter case, this is where children have access to the greatest gift in history: universal access to education and entertainment tools, enabling them to learn, grow, and develop like never before.
Sometimes, in certain segments of society, there may be a prejudice or misconception that devices are harmful to children because they "mesmerize" them, isolate them from social life, and keep them locked in a screen that harms them. While there are cases of excess, the reality is that screens, when used appropriately (requiring parental guidance), have a significant role in play, academics, and socialization. Through them, children can stay in touch with their friends, play, interact, and engage in activities together that they couldn't do without screen connections.
All experiences can make sense, as long as they are appropriate for their age and context. It is essential that the content they access and interact with is relevant to them and suitable for their age.
However, behind this enormous opportunity, there is also a great responsibility for the entire industry to ensure that access is through secure connections for children.
Today, one in three connected users is under 18 years old. Nevertheless, the internet was not conceived or designed for minors, so there are various risks associated with online connectivity, such as exposure to inappropriate content, grooming, or online surveillance of minors. We all must take responsibility to prevent these risks from happening.
Governments and NGOs should enact regulations and laws that protect data privacy. Content creators should develop high-quality content suitable for each age group, and companies in the sector should understand and promote best practices while investing in technology that ensures safe and enjoyable experiences for children.
In this context, the role of each one of us in the industry is extremely important. Digital advertising must remain relevant, and investments should continue to grow. There are far more people willing to view advertisements to access content than those who prefer or can afford to pay for it.
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