New Delhi: In a recent survey conducted by LocalCircles, alarming findings reveal that approximately 60% of parents in India have encountered age-inappropriate advertisements while accessing online content marketed as suitable for all audiences, including children. This report emerges amidst growing concerns regarding the digital landscape’s impact on young viewers.
The survey, which gathered over 30,000 responses from parents across 305 districts in India, highlights the frequent intrusion of advertisements related to gambling, undergarments, and sexual wellness into supposedly family-friendly content. LocalCircles founder Sachin Taparia emphasized the need for stricter controls, urging that advertisements should reflect the content viewed in real-time, rather than relying on the device owner’s profile. This is particularly crucial given the common practice of children sharing devices with their parents.
Key findings from the survey include:
Prevalence of Inappropriate Ads: Of the parents surveyed, 41% reported the most common age-inappropriate advertisements as pertaining to gambling or gaming, either directly
or through surrogate marketing.
Other Notable Categories: Additionally, 35% of parents indicated frequent exposure to undergarment and lingerie ads, while 29% noted sexual wellness promotions. Furthermore,
24% reported seeing advertisements for liquor and tobacco products in inappropriate contexts.
Call for Action: A striking 88% of parents expressed strong support for the government implementing stringent penalties for non-compliance with age-appropriate advertising regulations.
As these issues come to light, stakeholders—including digital platforms and policymakers—are urged to take immediate action to safeguard children from exposure to inappropriate
content. The survey reflects a growing demand for regulatory measures to ensure a safer online environment for the younger demographic.
This report underscores the importance of aligning advertising practices with content appropriateness, reinforcing the imperative for industry players to prioritize the well-being
of their audience while navigating the complexities of digital engagement.
