Surreptitious advertising is never allowed. Advertising must be clearly identifiable as such, regardless of the style of presentation or medium, whether it is aimed at adults or minors. The Finnish Consumer Agency often finds that web pages aimed at children and young people overlook these rules when advertising is combined with games.
Minors may not fully understand the purpose of the logos and advertising that are built into promotional games. Special attention should be paid to keeping games and advertising separate in services that are aimed at children or may appeal to them.
The Consumer Agency has intervened in cases where logos and products that appeal to children have been used in games on websites that offer advertising.
Marketing cannot be given the form of a game or activity page if a website markets product or brands that appeal to children. Even if an age limit has been set, it is easy for minors to get around this. Consequently it is not usually possible to put promotional games on a website. Games and other entertainment must be clearly separated from advertising.
Consumers always have the right to know when they are being influenced commercially. Advertisers should bear their responsibility for seeing that established principles concerning marketing aimed at minors are taken into consideration in the information society.