In today’s fast-paced, hyperconnected world, targeted advertising is no longer confined to colorful cereal boxes or animated TV commercials. Instead, it has evolved into a sophisticated, data-driven juggernaut, influencing behavior through screens that rarely leave our hands. Nowhere is this evolution more consequential than in its impact on young people.
The children of the 21st century are not just watching ads — they are the targets. As artificial intelligence (AI) and algorithmic recommendations become more precise and powerful, the psychological cost of these commercial efforts has become impossible to ignore.
The Digital Playground: Not All Fun and Games
What began with Happy Meal billboards has transformed into a digital ecosystem engineered to maximize screen time, consumption, and profit. Social media companies like YouTube, Instagram, and TikTok use advanced algorithms to keep users — especially minors — engaged for as long as possible. These algorithms feed off immense troves of behavioral data: what a user watches, likes, lingers on, or scrolls past.
That personalization is profitable. In 2022 alone, six major social media platforms earned over $11 billion in ad revenue from minors in the United States. The ads they serve are far from random. They’re calculated to stir emotions, tap insecurities, and push purchases — often with unintended mental health consequences.
Studies have consistently shown that excessive social media use among teenagers correlates with higher rates of depression, anxiety, disordered eating, and sleep disturbances. A 2018 study in The Lancet revealed that frequent exposure to social media increases the risk of online harassment and worsens body image and self-esteem. When you mix these vulnerabilities with hyper-targeted ads, the results can be damaging.
The Case for Stronger Guardrails
Historically, the United States has led on protecting public health through legislation. Consider the requirement for cigarette warning labels or seatbelt mandates. A similar model is needed now to protect young people in the digital space
The mental health stakes for today’s youth are too high to delay taking action. According to a 2023 survey by the Substance Abuse and Mental Health Services Administration, nearly one in four U.S. teens reported experiencing a major depressive episode in the past year. Half of all high school girls reported persistent feelings of sadness or hopelessness. While social media isn’t the only culprit, it’s a major contributing factor.
What India Can Learn — and Lead
India, home to over 800 million internet users and poised to surpass 900 million by 2025, finds itself at a similar crossroads. The country’s digital marketing industry has exploded, growing from $2.39 billion in FY20 to $6.46 billion in FY24 — a compound annual growth rate of 28.5%. Influencer marketing, video content, AI personalization, and omnichannel engagement are all becoming central pillars of how brands connect with consumers.
Yet, this progress comes with responsibility. As India’s digital economy grows, it must ensure that children — some of the most prolific users of digital content — are protected from exploitative tactics.
With 1.1 billion smartphone users expected by 2025 and an e-commerce market heading toward $200 billion, India must think proactively about data privacy and algorithmic responsibility. The California Consumer Privacy Act (CCPA) in the U.S. provides one model: it gives consumers the right to know how their data is used and opt out of data sharing. A similar regulatory framework tailored for India’s cultural and demographic context could be revolutionary.
A Global Imperative
This is a global issue. Children everywhere face the same vulnerabilities: the pressure to fit in, the allure of quick dopamine hits, and the anxiety of not measuring up to the curated perfection they see online. Targeted advertising taps into those fears and insecurities, often amplifying them for commercial gain.
We must draw a line. Children are not commodities. Their attention should not be auctioned off to the highest bidder. And their mental health should not be collateral damage in the digital economy.
This is not a call to roll back innovation — it is a call to shape it ethically. Regulation is not about stifling growth, but about ensuring that growth does not come at the cost of our youngest generation’s well-being.
As young people, policymakers, parents, and educators, we must rise to meet the moment. We cannot leave children to navigate a digital world built to exploit them. If we don’t step in, who will?
