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Insafe Newsletter
Issue 29: November 2007, New commercial online strategies towards children |
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Editorial New commercial online strategies towards children |
Welcome to the Insafe Newsletter!
Advertising in games:
Advertisements in the form of games or ads in games are becoming more and more popular. They are clever and hidden ways to advertise because children mostly do not realise that publicity is what they are about.
A spot on television is rather risky for the advertiser. It is expensive, it is brief and you can never be sure whether the target group really watches it or not. Publicity through the internet seems more efficient. Children often get to know commercial websites through popular websites for children. They are often lured into visiting these sites by means of a game or a quiz.
One of the main aims of commercial websites for children is to stimulate their brand conscience and attitude, or in other words: to develop a positive attitude toward a product or a brand. The final aim is to influence the buying intentions and/or the purchasing behaviour of the parents. (Children and youth are interesting for the commercial world today for two reasons: they possess a fair amount of (pocket) money themselves and they strongly influence the buying behaviour of their parents, as research by the CRIOC shows. Young children do not recognise what is advertising on TV as such, even though it is easy to distinguish between them and the rest of the programmes. On the internet, however, the boundaries between commercial practices and entertainment become even less obvious. And that's what the professionals are aiming for. Children often play for hours in a 'branded community' via the internet, where no distinction is made between entertainment and publicity. That way the internet offers a unique opportunity to make children acquainted with all sorts of branded products.
Author: Stefaan Hendrickx
OIVO-CRIOC - Belgian Awareness Node
Read the whole article “Advertising in games”
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 Advertising in games: advice for parents and teachers
What parents (and educators) can do about advertising in on-line games... Read more
New report on online gaming by the Swedish Media Council
What are the kids doing in front of the computer? How come they can’t even take a short break to have dinner with the family? How will playing all night affect them the next day in school? Read more
Media Smart wants children to be smart about media
Media Smart, a media literacy programme originating from Canada, has been successfully launched in countries such as the U.K., Germany, France, the Netherlands – and now Sweden. Media Smart was introduced in Sweden by an advertisers’ interest group, the Association of Swedish Advertisers, with a main objective of encouraging the advertisement industry to act responsibly towards consumers in general, and children in specific. Read more
Check list for internet communities
More and more people cyber-socialise. Thousands of Swedes sign up on online international communities, such as Facebook and MySpace, every day. In the younger crowd, the Swedish community Lunarstorm is very popular with more than 1 million members. Read more
Greek node launches TV campaign
In September 2007, the Greek Node launched a TV awareness campaign with the broadcasting of several television spots. The spots are broadcasted through the network of the Hellenic Broadcasting Corporation (ET-1, NET, and the satellite channel ΕΡΤ World). Read more
Bad news from down under for lurking internet sharks
Launch of new Hector's World™ online safety tool.
Hectors World™ Ltd. in New Zealand has taken the initiative to launch a new web site aimed at kids featuring Hector Protector® the bottlenose dolphin and his under-water friends. Read more
The Austrian government and Saferinternet.at intensify internet safety awareness-raising
Internet safety has become a high priority on the political agenda in Austria. Three ministers and two state secretaries together with Saferinternet.at presented a programme of new activities. Read more
Raising the flag on good practice
Part of INSAFE's purpose is to facilitate the sharing of best practice between the members of the network and make it publicly available.
The INSAFE web portal (www.saferinternet.org) enables this through its library where national nodes can upload documents or descriptions of their best practice, the events page and now through a little interactive application which we can find at the bottom of the portal home page. Read more
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No basic conflict between child protection online and freedom of expression.
Rio, 16 November 2007
Intensive discussion on child protection online, internet governance and security and a development agenda for internet continued on the third day of the Internet Governance Forum, IGF in Rio. Read more
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Safer Internet, new media and the European framework on safer mobile use by children
Prague, November 6, 2007
The Czech Safer Combined Node launched the first international conference of projects supported by the EC Safer Internet Plus programme in Central and Eastern Europe. For the first time representatives of different types of project – awareness nodes, helplines and hotlines met to exchange experiences, share the best practices and discuss hot operational topics. Read more
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Chat-support for young people after tragic school shooting incident
Save the Children Finland together with co-operating parties organised a chat service to support young people after a tragic school shooting incident in Finland in November. Read more
 Council of Europe convention on the protection of children against sexual exploitation and sexual abuse
Among several other European countries Finland signed the Council of Europe Convention on the Protection of children against sexual exploitation and sexual abuse in October. Along with the convention there is a need to adjust national legislation accordingly. Read more
 Children and mobile phones: survey 2007
According to the Mobile phone survey commissioned by Save the Children Finland, children and youth use their mobile phones actively and in various ways. The phones are used mainly in a safe manner but their users also run certain risks. Read more
Support chat for children and youth at Christmas time
Save the Children Finland and its partners will provide “Manteli” (Almond) support chat over the Christmas period for minors. Read more
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Insafe is a European network of 25 nodes in 24 countries that are dedicated to raising awareness of internet safety. It is coordinated by the European Schoolnet and supported by the European Commission through the Safer Internet Programme.
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