Advertisers can no longer ignore the mounting evidence of social media's damaging effects on young people, according to an academic expert who suggests corporations might be viewed as complicit in these harms. Children and teenagers represent some of the most frequent users of social media platforms, yet they are not the customers—their attention is the commodity being purchased by advertisers with minimal concern for the platforms' detrimental impacts on developing minds.
The Attention Economy's Evolution
When American sociologist and economist Herbert A. Simon first proposed the concept of the attention economy in 1971, his model focused on traditional information-rich media like television, radio, and print. The theory suggests that as information proliferates, human attention becomes a scarce and valuable resource. More than five decades later, while older media forms struggle for advertising revenue, the attention economy now thrives predominantly online, especially within social media ecosystems.
Social Media's Business Model
Major platforms such as Meta, Snapchat, and TikTok operate as largely free services, generating billions in annual revenue not from users but from advertisers. With children and adolescents comprising substantial user bases, numerous companies have demonstrated little hesitation in marketing products and services directly to these vulnerable populations through these digital channels.
Within the spectrum of risks facing Canadian youth through regular or excessive social media engagement, targeted advertising might appear less alarming than threats like cyberbullying, predators, or explicit content. However, its pervasive nature makes it equally concerning according to experts.
The Conjunction of Harmful Elements
Vikram Bhargava, assistant professor of strategic management, public policy and philosophy at George Washington University, explains that the danger stems not merely from the advertising-based business model itself, but from its combination with hyper-tailored, real-time targeting capabilities. "When you take the two of them together, it renders the user as essentially an entity to be manipulated according to advertiser interests," Bhargava told National Post in an interview. "This dynamic contributes significantly to the wide range of problems emerging from these platforms."
Scrutiny Disparity Between Platforms and Advertisers
While technology executives frequently face congressional hearings about problematic aspects of their products—often damaging their reputations in the process—Bhargava notes that advertisers largely escape similar scrutiny despite being the primary customers of social media companies. "Many would argue that purchasing from a business engaged in questionable practices constitutes at least some form of endorsement or support for those practices," he stated.
Drawing a powerful analogy, Bhargava suggested, "In the context of addiction, you might compare it to a beer company advertising at an Alcoholics Anonymous convention." This comparison underscores the ethical concerns surrounding advertising practices that target vulnerable youth on platforms with documented harmful effects.
Growing Evidence and Public Concern
The professor's comments align with increasing research documenting social media's negative impacts on youth mental health and development. Recent U.S. civil cases have exposed how social media addiction harms young people, while Canadian experts point to similar patterns. Public opinion reflects growing unease, with one poll finding 90 percent of respondents favoring age restrictions on social media access, and advocates urging stronger action against online harms.
As evidence accumulates about the psychological and social consequences of social media use among children and teens, pressure mounts on all stakeholders—including advertisers who fund these platforms—to acknowledge their potential role in these outcomes and take responsible action.
