Targeting Vulnerable Audiences: Unfair Marketing Practice

Has this thought ever come across our minds that how some of the advertisements always cater our insecurities or our deepest desires? 

This is actually very concerning and to be thought about. Targeting vulnerable audiences is one of the main part of unfair/ unhealthy marketing practices

As part of the unfair marketing practices targeting vulnerable audiences involves exploiting the emotional, psychological or the socio economic vulnerabilities of certain groups and they tailor the advertisements to specific groups based on personal interests, needs, behavior or characteristics. This actually can lead to a  harmful effect on the individuals and the society as well. 

One of the main vulnerable groups that is often targeted is children. Companies know that children can be easily influenced and they may not even fully understand their persuasive tactics behind the advertisement that's why they target children and teenagers. They also may lack cognitive abilities because of which they do not understand the marketing tactics. Advertisements targeting this specific group often uses cartoon characters and colorful imagery to grab their attention and influence their behavior and preferences. For example, fast food chains like Mc Donald's have this where they have kids pack where in they sell a toy with the burger like a combo offer, so normally kids to get those toys they start getting addicted to such fast foods and aerated drinks which can lead to childhood obesity and poor dietary habits.

Another one of the most targeted audience is the elderly people. They are vulnerable to marketing tactics that can exploit their fear or trust. Scams that normally target the elderly population are the fake healthcare products and investment schemes that are prevalent on the social media platforms that can lead and result in emotional distress and financial loss for the elderly population.

Other vulnerable groups involves low-income communities (targeted for products like high interest credit cards or gambling services) and individuals with mental health issues are also at risk of being targeted

By understanding these concerns, stakeholders should work towards more ethical marketing practices and  striking a balance between effective marketing and protecting well-being of individuals should be a priority. This may involve promoting media literacy, implementing stricter rules and fostering greater transparency within the industry.

-Anvitha Raghavan

Roll No. 514

Group 5