Are your children being used for marketing purposes and are you aware to the potential extent of such marketing efforts?

Are your children being used for marketing purposes and are you aware to the potential extent of such marketing efforts?

Here is what happened the other day on facebook, I was strolling through my timeline and a “suggested page” came, specifically, an outfit called Martial Arts Success Team.  As they are obviously seeking exposure to get more business themselves, I don’t feel bad using their name here.  Since I am into Taekwondo, it drew my interest and I opened the page.  While I expected to gain some knowledge to become a better martial artist, I was a bit surprised that this company is a service for martial arts schools to help them “get to the next level” or something, only there to help them get bodies on the mats to make the big money in programs that martial arts schools these days seem to have:  summer programs and after school programs.  Yes, I understand competition is fierce, but some things here seem to be a wee bit off for me.

Let me say it right here, I have no problem with either summer programs or after school programs, because most parents cannot afford to take the summer off to take care of their children during a rather long break, and in a lot of families these days, both parents work, so they need some after school care for their children.  I also don’t have a problem with martial arts schools making a profit, but with this company, the impression I got, is that profit is the only thing that is important.  I don’t know where learning martial arts is on their radar, because I really did not see it mentioned very much in their feed.  

What I am getting it though is how they suggest that martial arts schools gain more students in various program, and thus, more money.  One video they posted teased with how to enroll after school children in January.  I watched the video, three times, because I could not believe what I was hearing.  It was about using photos of students to get more exposure for the program. 

I know what many of you will be saying, “many programs take photos for marketing purposes,” to which I reply, “I know that.”  I also know that most schools, sports programs etc. have parents or adult participants sign consent forms for usage of their photos, I do the same when I work with someone, however, my photo usage is limited to only my facebook (business) page and nothing else.  

Now, in this video, the gentleman suggests to use children’s report cards for such marketing purposes, because the belief is that martial practice and success in school are related.  I have seen schools use stars on uniforms of children/youth for motivational purposes and that is fine, because after all, martial arts are supposed to promote the development of the “whole person,” and should thus be holistic in nature.   But it goes further, he does suggest to use visual media to document students’ academic success and then to blast it on social media, such as a page, parent groups at the children’s  schools, instagram, and youtube.  

As I stated previously, most programs have participants/parents sign consent forms for use of visual media, but are participants/parents aware of the extent that their children(s) imagines are used by such programs?  I am a parent and if signed such a waiver, I would assume it would stay “locally,” for the lack of a better word, I would be aghast if a video of child with a report card would be on youtube or anywhere else on the interwebs.  The next question is, are such programs fully disclosing the extent of how they use visual media for their own promotional or marketing purposes?

We are, or at least by now should, be aware about the dangers of posting children’s pages on social media, especially given all kinds of alleged data breeches and sharing of information with third parties.  I am a parent and I have always been very cautious posting “odd” photos of my kids while I like to share our experiences with my friends.  As my children have grown older over the years, they have explicitly told me which photos I may and may not post.   Additionally, there are more and more warning about digital footprints of visual media and the dangers associated with that, because that footprint and facial recognition will not go away.

Another issue is agency.  If one deals with young children in such programs, they are not the ones to sign the consent forms, their parent(s) do, yet, in the long term, the consequence s for the children might be exposure beyond what they would have felt comfortable with if they had been asked.  I would venture to guess that most of the children think it is cute to post for photo and get acknowledged for academic or other achievements, yet, they are most likely not aware that their images are used to get more bodies into a building that they spend their afternoons in.  Children are without agency here, yet, their images are being used to promote something.  

To repeat, I think businesses should make money, that is what they are there for, there are selling a product or services, that is what they are there for.  But in my opinion, there are lines that should not be crossed.  Using images for children to make money this way, I think is questionable to say the least.  And yes, I get it, some will say that some companies use children on purpose, I understand, because one cannot credibly use an adult to advertise children’s  diapers or foods or toy, but in those cases I would venture to guess, the “controls” and ethical guidelines are very stringent.  

So for parents who are thinking about enrolling their kids in any program, the moment you are asked to sign the visual media consent form, ask about the extent of use and full disclosure how the image of your child may be used.