Mumbai, March 17 Young people are finding it difficult to distinguish between online content and commerce, according to a study by the Advertising Standards Council of India (ASCI) released on Tuesday.
The study, which comes amid growing calls to ban young people from accessing social media, emphasized the need for a comprehensive response to address these concerns.
It found that children aged 7-12 can identify overt advertisements, but miss the hidden commercial intent, while older children aged between 13 and 15 are more aware of advertising, but remain vulnerable to brand messaging driven by passion and narratives.
In a constant stream of media, discernment is low across the board, it said, pointing out how influencer promotions, gaming integrations, and vlog sponsorships are perceived as entertainment by those aged 7 to 12.
The comprehensive response must involve platforms, creators, advertisers, parents, and schools to ensure a "responsible approach to marketing to Gen Alpha," the study conducted in association with Futurebrands said.
"Their cultural references seem disjointed from those of earlier generations. Understanding how they perceive advertising is the first step towards building more responsible engagement frameworks, given that they are the youngest media consumers in our country right now," said ASCI's chief executive and secretary general, Manisha Kapoor.
The study said that Gen Alpha's cultural codes, aesthetics, and language are globally synchronized, but largely invisible to adults, and that there is currently a "lack of authority."
"As parents and teachers lose cultural fluency in children's digital worlds, the algorithm has stepped in," it said.
Online and offline are not two separate worlds, but one. The phone is not just a device, but a place where they live their lives, it added.
The study proposed a system of "universal signage," and that the ecosystem should work together to identify commercial intent, using universal design principles, which allow young audiences to recognize what may currently be invisible.
No single entity can protect children alone, it said, adding that advertisers, platforms, creators, schools, and parents will need to work together.
It also advocated for developing age-appropriate media literacy and understanding of persuasion and commercial intent through formal education.