Kinder und Werbung

This thesis examines advertisement directed at children in the time of the internet, social media, online videos and mobile games from every angle imaginable. The first third includes a part on behavioural science as well as technical and economical insights into the field of online advertisement to pinpoint the legal issues for further analysis.
The legal analysis – and main part of the thesis – begins with an overview how case law and academia have responded to the ever-growing trend of targeting children with advertisement. After that, the author looks at current legal challenges posed by online advertisement vis-à-vis children and how the law can and needs to respond. The author then answers the questions of how unfair competition law can be leveraged and which legal modifications are necessary for better child protection.