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Lego advertising chief says the assignment with online advertising is that a lot content material is ‘negative’ to youngsters


Lego faces a conundrum in terms of online advertising, according to Chief Marketing Officer Julia Goldin. That’s because the toymaker’s target audience is kids, and the huge net businesses aren’t doing sufficient to defend them from the risky content material, she says. Platforms need to have more transparency and take extra responsibility,” Goldin stated on Thursday in an onstage interview on the Cannes Lions International Festival of Creativity. “We additionally want to take more responsibility for the way we paintings with systems, both in my opinion as manufacturers however together as an industry.

Speaking at a consultation hosted by using The Economist and offering advertising leaders from Procter & Gamble and Taco Bell, Goldin addressed the increasing challenge surrounding the safety of online content material and the regulatory issues dealing with tech giants. Questions approximately how advertising and marketing executives are pressuring Facebook and Google to alternate their practices came up repeatedly at Cannes, the ad industry’s most crucial annual awards event.


Goldin is focused on the safety of youngsters.

Right now, they’re on systems wherein they may be exposed to content that is absolutely unfavorable to them, and their privateness isn’t blanketed,” Goldin said. “I don’t suppose we ought to take delivery of that. Goldin brought that Lego doesn’t market it on the most important websites while the organization doesn’t “sense that it’s safe.” When asked if the company promotes its merchandise on YouTube, she stated, Lego is “absolutely targeted on adults” on that website online and is “very cautious about where we genuinely will put advertising and marketing that’s centered to youngsters.

YouTube did now not offer CNBC a response to Goldin’s comments.

YouTube says visitors ought to be at the least thirteen to join up. The company has a service referred to as YouTube Kids, which filters motion pictures for underage kids and includes a restrained number of ads, indicating that the spots are family-friendly and in compliance with YouTube’s guidelines. However, there are plenty of approaches for kids to watch regular YouTube videos, consisting of the aid of using the money owed to their mother and father. This week, a Bloomberg file said that famous youngsters’ channel Cocomelon, which is part of the principal carrier, has more than 50 million subscribers, double the weekly audience for all of YouTube Kids.

Meanwhile, the Federal Trade Commission is investigating YouTube for allegedly violating a regulation that forbids the monitoring and focuses on users more youthful than age thirteen, in step with The Washington Post. Higher requirements Marisa Thalberg, Taco Bell’s worldwide leader brand officer, said throughout the session that the restaurant business enterprise is so big it has to work with the foremost systems but delivered that it has at times “hit the pause button, actually and figuratively” to mention “there has to be responsive.

For Lego, there’s every other route to reaching users in a secure manner that doesn’t depend upon Google and Facebook. In 2017, the corporation launched Lego Life as a web network for kids to upload pics in their own Lego creations. As of April 2018, it had 6 million contributors. Goldin described Lego Life as an extraordinary safe virtual platform and said the corporation video display units all content using device mastering and human overview. Kids use avatars in preference to personal pictures, the whole thing is achieved with parental consent, and the site doesn’t acquire private facts. Those are the forms of standards we need to maintain abiding through, she said

Deborah Williams
Snowboarder, foodie, ukulelist, vintage furniture lover and identity designer. Making at the intersection of minimalism and mathematics to create strong, lasting and remarkable design. I work with Fortune 500 companies and startups. Award-winning beer geek. Twitter fan. Social media scholar. Incurable travel advocate. Alcohol expert.