The Advertising Standards Authority (ASA) has recently published a report on the appeal of personalities in advertising to 11-17-year-olds, shedding light on how young people interact with celebrities and influencers through social media platforms like YouTube and Instagram. The report highlights the importance of inspirational, authentic, and value-driven personalities in engaging with young audiences.
The study found that young people’s interests in sports, music, films, gaming, and creative activities are diverse and influenced by family, friends, and social media. Popular sports like men’s and women’s football, swimming, athletics, Formula 1, boxing, and basketball have strong appeal among youths, with personalities from these fields being highly admired.
The report also identifies key attributes that drive the appeal of personalities among young people, including being inspirational, authentic, and having good values. Understanding these drivers of appeal can help advertisers target their ads more accurately and avoid targeting children inappropriately.
By gaining insights into celebrity culture in the lives of young people, the ASA aims to strengthen its application of advertising codes and ensure better targeting of ads, especially for age-restricted products like gambling. Ultimately, the report underscores the importance of understanding the preferences and interests of young audiences to effectively engage with them through advertising campaigns.
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