Marketing to kids?

Sep 12, 2010

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Small saw an advert for yet another child game site the other week and, with my permission, signed up. He used my email address to do so, even though he does have his own. I prefer him to use mine for that sort of thing so I can keep half an eye on what he’s up to.

Tonight, direct to his username, the following email was sent.

Hey (username removed),
Have you already solved your first quest and found friends at Panfu?
Have you noticed that lots of Pandas wear clothes and have pets? They’re Gold Pandas and you can become one, too!
Your parents can buy a Gold Package for just $2.45 a month. That will allow you to use all of the functions of a Gold Package all you want!
Be good and have fun!

I’m sorry, but even thought that’s not a lot of money, I think that’s wrong. It’s bad enough that these sites have 2 tiers of membership – am I the only parent who has to deal with tears over not being able to have ClubPenguin puffles? – but I do understand that the companies are trying to make money – that’s kind of their point.

But sending marketing emails direct to the child? that’s a new low. Shame on you Panfu.

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Comments

13 responses to “Marketing to kids?”

jay (@cosmicgirlie)
12 September 2010
Before I even clicked on the link to this post, I knew I was going to be very annoyed. I too understand that companies need to make their money, but as if parents don’t have enough to be guilty about already (I live my life hand in hand with guilt, it feels), but this is an all new low, and feels like a really horrible emotional blackmail. Everything about this email is just wrong. Well done you for naming and shaming.
.-= jay (@cosmicgirlie)´s last blog ..Reasons Why You Should Google Yourself =-.
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Emma
12 September 2010
Just wrong! So very wrong!
.-= Emma´s last blog ..A day in the life of a home alone Mummy! =-.
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Luschka
12 September 2010
I wrote a really long comment on Me, The Man and Baby recently about this and I’m too lazy to retype, so going to copy and paste a part of it:
Coming from a different culture and background to the UK was a huge eye opener for us (although it’s changed now in South Africa too) but when we first arrived here we were mortified at how much marketing is aimed at children. If you can come up with something that children want, your riches await.
It’s frightening, really, and I think it’s fantastic that you’re involved enough if Small’s life to have noticed. Well done you.
.-= Luschka´s last blog ..Memories =-.
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Raquel
12 September 2010
yes, very wrong and the tone is a bit creepy. A bit like * psst, have you noticed everyone has more stuff than you? Doesn’t that make you feel baaad? Yes? The go ask your parents to cough up so you can have these things too. It is sooo cheap, they can’t say no! And then you will have everything you want! Your life will be complete!*
Also not all children live with their parents. They should at least say “parents/guardians” when dealing with children
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1. Jax
  12 September 2010
  you’ve nailed it there, it is creepy isn’t it? There’s more details in images in the email too, with stuff about precisely what you can get, but I didn’t lift that stuff across.
  Reply
Stephanie – Green SAHM
12 September 2010
That’s awful, and exactly why I keep track of my kids’ emails, especially after signing up for something. They see enough ads elsewhere; they don’t need to be told that there’s another way to spend money.
That said, if my child wanted to do that, I’d call it a teaching opportunity. Have them calculate it out for what a whole year would cost. $29.40 makes more of an impression than $2.45.
.-= Stephanie – Green SAHM´s last blog ..How to Quit Using Paper Towels =-.
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1. Jax
  12 September 2010
  @Stephanie
  even better than that, they have to convert the currency to GBP (they know how to use xe.com) and then work out how many months of pocket money it would take (Yes, I am an evil home educating mother!).
  Reply
Sam
13 September 2010
Club Penguin – grrr! I think it’s pretty poor anyway, but you play all those mini games, win all those coins, and then everything you click on to buy -“Sorry, you have to be a member”.
I’ve managed to side-track them away from the site for a couple of years, but now they have friends playing, so it has hit me in the face. *sigh*
That direct email really takes the biscuit though!
Sam x
.-= Sam´s last blog ..this moment =-.
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SallyM
13 September 2010
Ahhh DS3 has just signed himself up for that, they must be advertising it somewhere then, I doubt both our children stumbled upon it! Yes he also begged for the membership, we said he could have it if he cancelled his Club Penguin one so he did but I doubt it will be long before he is begging for a CP one again. I get so cross with it, they advertise them all as free games and then penalise the kids for not paying. Not fair at all.
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Stuart
13 September 2010
Its hardly tobacco or army recruitment though is it? Personally I’d be more concerned with LSO’s the company might be deploying to your computer than their email ads.
Also can’t this kind of child upset be educational – an ‘immunization’ vs the advertising realities of the world?
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Martin Helms/Panfu
13 September 2010
Hey everybody,
my name is Martin Helms and I’m working at Young Internet, the company which creates and provides Panfu.
I read your article and comments and would be happy if youâ€™d be so kind and allow me to state our thoughts on this topic.
My son is 1 Â½ years old. Hence, I didnâ€™t face the situation youâ€™re in, yet. But your concern is taken serious and I already discussed that issue with our customer relation manager Hagen and our CEO Verena. I would like to point out three things and Iâ€™m open for further discussions.
1. When your children sign up to Panfu, we ask them to type in their parentâ€™s E-Mail address. We want to make sure, that the kids donâ€™t start to play without your knowledge and that all successive mails will be read by you, too.
2. In our newsletters, we report about the recent adventures and stories on Panfu and of course want to tell you and your children all about the features of our game. Youâ€™re right: We speak to your children and address the mail to their panda character, but during the process for our mailing concept we made this decision deliberate. We think, that it is strange for the kids, if Max and Ella are talking to their parents.
3. Apparently some of our mails lead to misunderstanding. We will improve them and your suggestions and opinions are welcome!
Best regards,
Martin Helms
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Tamsin
14 September 2010
My 6 year old saw this on TV and wanted to sign up for it – but the minute I realised it was a marketing thing, we were off, never to return. There will be plenty of time for social networking (and all the crap that can go with that) when he’s a lot older…
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TheMadHouse
16 September 2010
This is the sort of thing that makes me very angry
.-= TheMadHouse´s last blog ..Review – Top That Publishing =-.
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