Ads That Exploit Children: How to Spot and Report Them

We are Talha Aslan and team, a digital marketing group, and we wrote this guide from the advertising side of the screen. Nothing here sells a service. Our only goal is to get you to the right official channel quickly, so the guide draws a firm line between commercial exploitation in advertising and situations that threaten a child's safety.

What should you do if a child is in real danger?

If you believe a child is in immediate danger, or you suspect physical or sexual abuse, stop reading and contact the people who can act. None of the consumer channels below can help in that situation.

1. Call 911 or your local police. This is the first step for any immediate danger.
2. Contact your state's child abuse reporting line or child protective services. The federal Child Welfare Information Gateway lists state resources, because reporting systems differ from state to state.
3. Report online child sexual exploitation to the CyberTipline. The NCMEC CyberTipline takes reports online, and its call center answers around the clock at 1-800-843-5678.
4. Talk to a counselor if you need support. The Childhelp hotline at 800-422-4453 offers a counselor. Childhelp itself says it is not a reporting line and is not connected to 911, so use it for guidance, not as your report.

If you come across online content that shows a child being abused, do not download it, save it, screenshot it, forward it, or share it, even to express outrage or collect evidence. Handling that material can harm the child again and can create serious legal risk for you. Note only the web address, then report it to the channels above and ask them how to proceed.

How should you respond if a child tells you something?

If a child starts to tell you something worrying, stay calm and listen. Avoid blame, because a question like "why didn't you tell me sooner?" can shut the conversation down. Instead, thank the child for telling you and explain that you will get help from people whose job is to keep children safe.

That said, do not run your own interview. Trained professionals ask the questions, so you should not press for details or repeat the same question. In addition, do not confront the person involved, track them down, or name them online. Your job is simple: keep the child safe and reach the official channel.

What does this guide cover, and what does it leave out?

This guide covers commercial exploitation only, meaning a brand trying to profit from a child's stage of development. For example, a toy ad that says "everyone in your class already has one" fits this topic. So does a game that keeps nudging a young player toward paid items.

On the other hand, an adult who harms, threatens, or sends inappropriate content to a child falls completely outside this topic. In that situation you skip the consumer forms and use the channels in the previous sections. Keeping this distinction in mind helps you file the right report the first time.

What does commercial exploitation in advertising actually mean?

Commercial exploitation means an ad turns a child's developing judgment into a sales tool. In practice, young children may struggle to separate an ad from a show, may not grasp what a price means, and may feel the fear of missing out more intensely. As a result, a persuasion technique that seems ordinary to an adult can work far more strongly on a child.

Also, exploitation does not always involve a false claim. An ad can state every fact correctly and still tell a child, in effect, "without this, your friends will leave you out." So when you assess an ad, do not stop at "is this a lie?" Ask as well, "which weakness of a child is this message using?"

Which US rules apply to ads that exploit children?

The United States has no single rulebook for this, so several layers work together. Here is how we explain them to people who ask:

• COPPA: The FTC's COPPA guidance explains that the rule protects children under 13 and covers commercial sites and online services directed to them, as well as general audience services with actual knowledge of collecting data from those children.
• FTC consumer protection: The FTC accepts reports about sites that collect a child's information or market to a child in a way that violates the law.
• State law: Each state has its own consumer protection rules, and the FTC points consumers who need individual help toward their state attorney general.
• Industry self-regulation:CARU, the Children's Advertising Review Unit, applies its own advertising and privacy guidelines to national advertising directed to children under 13.

Because rules change, check the current version on the official page before you cite one in a complaint. For readers who work with Turkish consumers as well, a very different system applies, and our note on the Turkish advertising regulation for foreign brands gives the overview.

Which messages should raise a red flag?

We find it easier to spot exploitation through patterns than through legal terms. Note that these signs are practical prompts from us, not a legal test, and only the relevant body can decide whether an ad breaks a rule:

• Unreal expectations: The ad blurs fantasy and reality, or shows a toy doing things it cannot do.
• Status pressure: The ad suggests that owning the product makes a child better than peers, or that going without means falling behind.
• Pester power: The ad tells a child to ask or persuade a parent to buy.
• Direct purchase prompts: The ad speaks straight to a child with "buy it now" or a similar call.
• Hidden ad: The content looks like play or entertainment, and nothing tells a child that a brand paid for it.
• Time pressure: A countdown or "last chance" message rushes a young player into paying.
• Emotional hooks: A character a child loves appears sad or hurt unless the child pays.

What do harmless fictional examples look like?

All the examples below are fictional and describe no real brand or person. They use ordinary products, because our purpose is to help you recognize the commercial pattern:

• Example scenario 1: A host in a toy video says, "Everyone in class has this, so don't be the only one left out." That line relies on peer pressure.
• Example scenario 2: In a game aimed at young children, a cartoon pet cries until the player buys coins. Here, a child's attachment becomes a checkout button.
• Example scenario 3: A mobile game shows a timer and the words "Ask a parent for the password before time runs out." The direct prompt and the parental nudge appear on one screen.
• Example scenario 4: A kids' channel presents a new toy as a fun story and never says the toy maker paid for the video. A young viewer cannot tell the difference.

Bright colors or cute characters do not make an ad exploitative on their own. So the useful question remains what the message asks a child to feel and do. Social proof has honest uses too, and our guide on using customer reviews in ads shows the adult version of that technique.

How can you spot an ad that uses parental affection?

This type of ad talks to you, but it still targets your bond with your child. A typical message goes like this: "Good parents don't let their kids miss out." In one example scenario, a toy brand shows a disappointed child beside a parent who said no, and the ad offers the product as the fix.

Ask yourself three questions. First, does the ad explain what the product does, or does it make you feel guilty? Second, does it imply that saying no will hurt your child? Third, does it give you information for a decision, or does it just lean on emotion? If your answers point to guilt, keep a copy of the ad and consider a report.

However, emotional storytelling alone breaks no rule. Put simply, a warm family scene differs from a sales pitch built on shame, and the reviewing body decides where a particular ad falls.

When does using a child actor become a problem?

Showing a child in an ad is not a problem in itself. Instead, the concern starts when the ad puts that child in an unsafe scene, encourages copying risky behavior, or uses the child to tell other kids they will fall behind without the product. In those cases, the message aimed at young viewers is what you can report.

A separate issue arises when a brand uses your child's photo or video without permission. In that example scenario, you can ask the brand to remove it, use the platform's reporting tool, and ask a lawyer about your options. Our guide to personal data abuse in marketing explains the data side.

Rules on the working conditions of child performers vary by state and sit outside this guide, so ask your state's labor agency if that is your concern.

Can companies target children with ads using personal data?

For children under 13, COPPA sets real limits. The FTC's guidance says the rule applies when an ad network collects personal information to serve targeted advertising, and operators of child-directed services must check what their ad partners collect. Generally, operators must get verifiable parental consent before they collect a child's personal information.

The FTC's advice for parents adds practical rights. Specifically, you can review what a covered site collected, withdraw consent, and have the information deleted. The privacy notice should also tell you whether the site may use the data for targeted ads.

For example, if the same toy keeps following your child across an app, check the ad information screen first and keep a copy. That copy does not prove a violation by itself, because ads may also follow the topic of a video. If you run a business, our note on getting consent for marketing messages covers the adult consent basics.

Which channel fits which situation?

Use this table to make your first decision quickly. If more than one row fits, act on the safety row first, and then move to the consumer channel.

This table offers general direction only. For your specific case, a lawyer, bar association, or consumer organization can give you clearer answers.

How do you report ads that exploit children, step by step?

For a purely commercial problem, the following order works well. Reporting channels can change, so check the current version on the official page as you go.

1. Separate the issue. If anything points to a child's safety, go to the emergency channels first.
2. Record the basics. Note the web address, date, time, platform, and the advertiser's visible name.
3. Save the ad. Take a screenshot or short screen recording of the ordinary commercial content.
4. Report it to the platform. Most platforms offer a reporting option in the ad's menu, although menu names change.
5. File with the FTC. Use ReportFraud.ftc.gov, or call (877) FTC-HELP, if you think the site collected data or marketed to your child unlawfully.
6. Alert CARU. Use the complaint link on the CARU page for national advertising directed to children under 13.
7. Contact your state attorney general. Do this when you need help with your own situation.
8. Keep your records. Save confirmation numbers and copies in one folder.

If the ad misleads consumers in general and does not target children, our guide on abuse of trust in online ads offers a better route.

How do you keep evidence safely?

In practice, good evidence for an ad complaint shows what you saw, where, and when. For an ordinary toy or app ad, these items usually make a clear file:

• A full screenshot of the ad and, if possible, a short screen recording.
• The page address, advertiser name, and platform.
• The date and time you saw the ad.
• For any in-app purchase, the offer screen and price.
• A receipt or store record if money changed hands.

An important limit: This list applies only to harmless commercial ads. If the content shows a child being sexually or physically abused, take no screenshot, make no download, and send it to nobody. Write down only the address and give it to the proper channel, so that officials handle the evidence.

In addition, consider whether a screenshot really needs to show your child's face or personal details. If not, crop or cover them before you attach the file.

What can you write in your complaint?

Short, orderly complaints work better than angry ones, because reviewers need facts. The sample below is fictional, so adapt it with your own facts, and do not add real names or accusations you cannot support:

Sample text: "On the date and time listed below, I saw the attached toy ad on my child's tablet. It ran on the platform named below and shows the advertiser's name in the attachment. Its line 'everyone has one, don't get left behind' tells a young viewer they will fall behind peers without the product. I ask you to review this ad under your rules on advertising directed to children."

Notice that the text states the medium, the date, and the concern, and then leaves the judgment to the reviewer. You do not need to cite a rule number. Likewise, avoid insulting language about the brand, because a calm account makes the review easier.

What can you expect after you report?

First, set realistic expectations. The FTC states that it does not resolve individual consumer disputes, so a report may support its wider work without producing a personal reply. CARU relies on voluntary cooperation from companies and, where necessary, may refer a matter to federal or state enforcers.

Consequently, nobody can promise you a particular result, and we certainly cannot. A review can take time, and the ad may stay online in the meantime. That is one reason a platform report helps too. Meanwhile, if you want money back for a child's purchase, start with the app store's refund process, and then ask your state consumer agency.

Even so, your report still has value. It helps the people who watch this market see the pattern, and it leaves a record if the same ad returns from another account.

How can you talk with your child about advertising?

The best protection is a child who can recognize an ad. With younger kids, one simple sentence works: "This video looks like a game, but it wants to sell you something." You can also turn it into a game by spotting ads together during screen time.

With older kids, you can be more direct. For instance, ask: What does this ad want from you? What would really happen if you didn't buy it? Who makes money here? Over time, these questions help a child notice persuasion alone. Our guide to influencer marketing gives parents helpful background on how sponsored content works.

Above all, keep the tone calm. Wanting a toy does not make a child wrong, so listen first and talk it through afterward. These small chats also teach a child that you are a safe person to come to when something feels off.

How do you lock in-app purchases?

Technical controls work first, before any complaint becomes necessary. Menu names differ by device and version, so we describe the task rather than an exact button:

1. Store settings: Turn on the option that requires a password or biometric approval for every purchase.
2. Parental controls: Use your device's parental controls to block in-app purchases or require your approval.
3. Child account: Create an age-appropriate account for your child and link it to your family account.
4. Payment method: Remove any saved card from the device your child uses.
5. Regular review: Check the store's purchase history and subscriptions once a month.

Our article on the YouTube made for kids setting shows one example of how child settings change a platform. Still, no setting offers complete protection, so combine controls with conversation.

What should brands check before publishing?

If you work for an advertiser or agency, use the list below as a pre-launch check. It does not replace legal review; however, it catches common mistakes early.

• Is the ad directed to children, or likely to reach them? If so, read the FTC guidance and CARU's guidelines first.
• Does the copy say "buy now" or "ask your parents" to a child? If so, remove it.
• Do the visuals make the product look bigger, faster, or easier to use than it is?
• Do you state clearly when a child needs extra items to get the result shown?
• Does sponsored content carry a clear disclosure? Our list of influencer contract clauses helps on the contract side.
• Does your service or ad partner collect personal information from children under 13? Check this before you launch.
• Does a parent have a simple way to review and delete a child's information?

When in doubt, ask a qualified attorney and delay the launch. Where children are involved, the cautious choice is usually the right one.

Can someone who is not a parent report these ads?

Yes. The FTC says anyone who believes an operator is violating COPPA can report it, and CARU's consumer route does not depend on being a parent. So a teacher, relative, or neighbor who sees an ad can raise the concern too.

Nevertheless, leave a child's personal details out of a report unless they matter. You can describe an ad without describing a child. If a promotion reaches kids through a school or an after-school program, speak with the organization first, and then use the same channels if needed.

What should you avoid when you respond to ads that exploit children?

Understandable anger can lead to the wrong move. We therefore advise against the following:

• Public shaming: Do not post a person's name, photo, or address.
• Your own investigation: Do not create fake accounts, contact a suspect, or set a trap, since that can endanger a child and damage an official case.
• Accessing other accounts: Do not log in to someone else's account, even to gather evidence.
• Threats: Do not threaten a company or person, and keep your messages calm and documented.
• Exposing the child: Do not use your child's face or details when you share your experience.

Likewise, remember that a child shown in an ad also deserves protection, so aim any criticism at the message and never at the young performer. Official channels may feel slow, but they protect both the child and you.

Is this guide legal advice?

No, this guide offers general information and is not legal advice. For your specific situation, consult a lawyer, a bar association referral service, or a consumer organization. Rules, deadlines, and procedures can change, so check the current version on the official page before you act.

We reviewed the official pages behind each channel we name, but the decisions belong to the agencies. Only the relevant body can say whether a particular ad broke a rule, and only law enforcement and child protection officials can assess a safety concern. We also make no promise about the outcome of any report or case.

What is the short roadmap for ads that exploit children?

In short, separate the issue first. If a child is in danger or you suspect abuse, call 911, then contact state child protection or the CyberTipline, and never copy the content. If the problem is a commercial ad, keep the screenshot and address, report it to the platform, and then file with the FTC and CARU.

Finally, build protection at home: turn on purchase approval, use a child account, and talk about ads together. If you work on the brand side, run the checklist before launch. Our related guides on personal data abuse and abuse of trust cover the neighboring problems.

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