The LEGO Group wants “more responsibility” around social media platforms

The LEGO Group’s top marketing executive has said that social media platforms and the marketing industry need to take “more responsibility”.

More comments from the LEGO Group’s Chief Marketing Officer, Julia Goldin, at the Cannes Lions International Festival of Creativity have been reported. Maltawinds reveals that the LEGO CMO explained the biggest problem that the company has with marketing to children online: “Platforms need to have more transparency and take more responsibility. We also need to take more responsibility for how we work with platforms, both individually as brands but collectively as an industry.”

During a panel conversation about what social media giants should do to enhance protections for children, Goldin highlighted that currently platforms are not perceived as safe for children. “Right now, they are on platforms where they are exposed to content that is actually damaging to them and their privacy is not protected,” she said. “I don’t think we should accept that.”

If the reporting is accurate, she seemed to misunderstand some of the LEGO Group’s YouTube content, telling the audience that the LEGO Group is “really focused on adults” on YouTube and is “very careful about where we actually will put advertising that’s targeted to children.” She may have been referring specifically to advertising rather than general content, of which the LEGO Group directs thousands of hours towards children.

Goldin used the opportunity to highlight the LEGO Life app and emphasis its super-safe credentials.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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