FTC Launches New Site to Educate Young Consumers
Children under 12 spend billions of dollars on goods and services each year, which is why The Federal Trade Commission recently launched a new Web site designed to teach children how to be savvy consumers.
Set in a shopping mall, the site, www.ftc.gov/YouAreHere features animated guides who help visitors navigate a virtual mall and interact with shopkeepers and other consumers. Children can participate in various activities, such as uncovering suspicious advertising claims and guessing the retail price of various candies based on their supply, demand, and production costs. One game illustrates the principles of target marketing as players match the features of various cell phones with certain audiences.
“FTC.gov/YouAreHere links the important work of the FTC to the lives of children,” said FTC Chairman William Kovacic in a press release. “It teaches kids how to be more savvy consumers by demonstrating the benefits of competition, how advertising can influence buying decisions, and the rules and regulations that many business people deal with. It’s a great tool for parents and teachers who are trying to help kids understand their role in the marketplace.”