YouTube, arguably the most influential entertainment platform in the world, has now launched a YouTube Kids app in Australia after a controversial start in US earlier this year.
The app features a different design and parental controls to the normal Youtube app. The interface is bigger and brighter, and includes voice search for those who can’t spell yet. The app’s playlists are built around categories – shows, music, learning and explore featuring children’s shows like Play School, ABC Kids, Jemima’s Big Adventure and Giggle and Hoot.
The platform will include ads, a Google spokesperson confirmed to Mashable Australia. However, YouTube says they will “only show Paid Ads that are approved as family-friendly and all Paid Ads undergo a rigorous review process for compliance with our policies.”
If you are considering advertising in this space you must also consider the AANA Codes, including the AANA Code for Advertising & Marketing to Children which was developed to ensure that advertisers and marketers maintain a high sense of social responsibility in advertising and marketing to children in Australia.
The AANA Codes are platform and technology neutral, and apply to all advertising and marketing communication. In terms of targeting children in advertising there are some specific issues to keep in mind. You must:
- Adhere to prevailing community standards
- Be factual and accurate
- Not employ sexual appeal
- Not portray unsafe activities
- Not undermine parental authority
- Not use images that might frighten or distress children
Since its launch in the US in February, the app has been downloaded more than 10 million times globally, Malik Ducard, Global Head of Family and Learning at YouTube, said in a statement. Parents can set a passcode, limit how much content can be accessed, and limit children’s daily viewing with a timer.
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You can find more information about the AANA codes of conduct for advertising along with an overview of advertising regulation here https://aana.com.au/advertising-regulatory-guide/