What do Telcos think of Marketing to Children?

By using words most likely banned in the majority of sales and marketing silos and at most whispered in hushed tones by the coffee machine, I am raising a topic which is best left brushed under the rug, ignored and put out of site.

“What are Networks doing about your brands and marketing them to children?”

Please don’t tell me they don’t, because I’m an expert at this and I know they do!

Furthermore, kids throughout the World wake up every year eagerly awaiting their phone; the main present for Xmas!

Ok, Telcos will state categorically that they don’t send any PR releases, comment on any social media or advertise any messages that have the strict purpose of targeting children; therefore they’re in the clear, they’re fine. Well, sorry, but it isn’t that simple!

Children resonate with brands in many ways, both as consumers and influencers and as such are ultimate arbiters of brand choice and of “Brand Cool”.

It is absolutely apparent to everyone that the phone network, handset and content markets fall headlong into the sphere of child influence; where they resonate both as consumers and influencers. Children talk about the brands, they interact with them, they probably know more about offers than adults and they most certainly know how to use all of the applications, not to mention their adeptness with texting and such like. Crucially also, children, as with holidays and cars, are also key influencers in regards mum and dad’s (and granny!) choice of phone and operator.

You have to face it; Networks are marketing to children!

So if you’re a Network Operator or in the business of selling phones and such like and therefore are going to market to children, I think it’s time you thought about how you are doing it and how you will approach it into the future.

The ethics of selling and marketing brands to children is a hot topic at present and all brands and markets are likely, at some stage, to be at the forefront of the debate. It is only a question of time before the phone market come under an increasing spotlight in regards regulations on marketing to kids, whether voluntary or enforced. Also the debate about health and safety fears, although unproven, are not likely to go away; consumers are concerned. The scrutiny is harsh and likely to get harsher, if you’re not prepared for it.

It is my opinion that all brands should be allowed to market to young people and families, however with that comes responsibility to “do the right thing” and “think kid” and to be honest and trustworthy. If you are marketing (willingly or not!) to teens, pre-teens, juniors and infants, you, at the very least, should respect your audience.