Championing Children’s Rights: Ethical Marketing for Olympic Sponsors

As the world gears up for the Olympic Games, excitement builds for a celebration of human potential and athletic excellence. The Olympics are more than just a global sports event; they represent ideals of unity, excellence, and respect.

However, the commercial aspects of the Olympics, particularly the marketing practices of its sponsors, can sometimes overshadow these noble ideals. At Global Child Forum, we believe it’s crucial for companies sponsoring the Olympics to respect children’s rights in their marketing practices, ensuring that their efforts align with the true spirit of Olympism.

The Impact of Marketing on Children

Children are a particularly vulnerable demographic when it comes to marketing. Their developmental stage makes them more susceptible to persuasive advertising, and they often lack the critical thinking skills necessary to understand the intent behind commercial messages. This vulnerability is exacerbated when children are exposed to marketing for products that can harm their health and well-being, such as junk food, sugary drinks, and alcohol.

Global Child Forum’s benchmark findings highlight significant gaps in how businesses consider the impact of their marketing practices on children.

In our 2022 study of the Food, Beverage and Personal Care sector, we found that, with an average score of just 2.7 (out of 10), all industries within this sector scored lowest in the Marketplace impact area, which assesses disclosures related to how companies’ marketing, products and services impact children and teenagers. This is especially surprising when we look closely at the consumer-facing industries, such as Food & Beverage and Retail – whose products and services are often available to children. In these two industries, a majority of the companies do not explicitly consider children to be an especially vulnerable group in relation to their marketing and advertising, a necessary consideration even if children are not the target consumer group.

Many companies, including some Olympic sponsors, have yet to fully integrate children’s rights into their corporate social responsibility strategies. This neglect can lead to harmful exposure and exploitation of young audiences.

The Role of Olympic Sponsors

Olympic sponsors play a pivotal role in shaping the experiences and perceptions of the Games. Their marketing campaigns reach billions of people worldwide, including many children. Therefore, it is incumbent upon these companies to ensure that their marketing practices do not exploit or harm young viewers.

The International Olympic Committee (IOC) is mandated to protect and promote the well-being of children and youth. According to the IOC Charter, “The goal of Olympism is to place sport at the service of the harmonious development of humankind.” This goal should extend to all aspects of the Olympics, including its commercial activities.

Best Practices for Child-Friendly Marketing

Adopt Clear Policies: Companies should develop and enforce clear policies that prioritise children’s rights in their marketing practices. This includes avoiding marketing harmful products to children and ensuring that all advertising is appropriate for young audiences.

Promote Healthy Lifestyles: Sponsors should use their marketing platforms to promote healthy lifestyles and positive behaviours. This can include advertising campaigns that encourage physical activity, balanced nutrition, and mental well-being.

Engage in Responsible Sponsorship: Companies should be mindful of the types of events and programming they sponsor. Supporting events that align with promoting healthy and positive lifestyles for children can reinforce the values of Olympism.

Transparency and Accountability: Companies should be transparent about their marketing practices and be willing to be held accountable for their impact on children. This includes regular reporting on how their marketing efforts are aligned with protecting children’s rights.

As we celebrate the Olympic Games, sponsors must reflect on their marketing practices and ensure they respect and promote children’s rights. The Olympics should be a time of inspiration and positive influence, not an opportunity for commercial exploitation.

By adopting responsible marketing practices, Olympic sponsors can help build a world where children can thrive, aligning their efforts with the true spirit of Olympism. At Global Child Forum, we call on all Olympic sponsors to commit to these principles and lead by example in promoting the well-being and rights of children worldwide.