The Finnish Consumer Protection Law has some rules that apply to marketing done in social media. The law comes with restrictions as regards to target marketing on Instagram to minors. In this article, we look at some rules of marketing on Instagram when directed to minors. There are some marketing program for plastic surgeons by PracticeBloom and generating daily leads.
Marketing On Instagram
In order to promote their content and brand, most companies use image marketing on their Instagram Accounts. They also follow other users and like their content. While image marketing on social media platforms like Instagram is not prohibited, there are various laws under the Consumer Protection Act that apply when it comes to image marketing as with other forms of marketing.
For instance, there are certain rules that apply to image marketing and they include unfair marketing, inappropriate marketing, and even marketing against good practice. In the event that a foreign country does marketing in Finland, it will not follow its rules from its country, but those of Finland. When the marketing is directed at Finland, the Finland laws apply.
In August last year, the Finnish Consumer Ombudsman observed that the marketing of a plastic surgery company had violated the Finnish Consumer Protection Act. This is after the company had liked posts of minors on Instagram and followed their accounts. According to Consumer Ombudsman, the company was indirectly marketing their cosmetic procedures to the minors.
In its defense, the company said that they did not own that Instagram account. According to them, it was owned by a foreigner operating outside Finland. Consumer Ombudsman, however, said that the foreign owner had done image marketing in support of the company and, therefore, they were liable.
Targeting Marketing On Instagram To Minors
Basically, the age limit for Instagram users is 13 years old. However, it can be difficult to verify if the user of the account is a minor or not based on their profile information. Targeted marketing on minors is not illegal or prohibited except for things like alcohol, tobacco, cosmetic surgery, and tattoos.
Therefore, it is vital that companies exercise caution as to whom they direct their target medical marketing on Instagram. This also applies when they like the contents of users and follow their accounts. Otherwise, the status of the minors as the targets of marketing, as well as the boundaries of the marketing content, shall be taken to account.
Based on the Finnish Law on Consumer Protection, the marketing will be regarded as a breach of good conduct if it violates the generally accepted values of the society. According to section 2:2 of this law, marketing targeting minors is a breach of good conduct if;
- It exploits the gullibility and inexperience of minors
- The marketing is likely to have a negative effect on the development of minors
- Its intention is to elude parents from fully raising their children
Good practice and the parents’ right to raise their own children is breached when the marketing targeting children;
- Uses violence and scary contents
- Discriminates one gender by insults or oppression
- Inputs a mental picture in children that dignity, good social relations and quality of life can be bought
- Shows inappropriate behavior or encourages unsafe activities
- Targets parents by persuading them to purchase a certain product for a successful parenting
It should also be noted that the Finnish Law on Consumer Protection views marketing that includes direct persuasion to parents or encouragement for children to purchase the marketed product as forbidden aggressive marketing practices.