Issue link: https://maltatoday.uberflip.com/i/1535229
THE digital realm has become the con- stant companion of young people. From the endless scroll of social networking sites to the instant access afforded by smartphone technologies, the internet is an undeniable and often incessant presence in their lives. Simultaneously, the advertising indus- try has evolved at breakneck speed, with programmatic advertisements now ca- pable of delivering highly personalised and targeted messages. The advertising industry invests billions of euros yearly to reach young people with program- matic advertisements. This confluence of constant connectivity and hyper-tar- geted advertising makes understanding its impact on young minds increasingly vital. A recent study delved into this com- plex interplay, specifically examining the influence of retargeted advertise- ments on young people in Malta. Retar- geting is a digital reminder that follows individuals online. Suppose a young person visits a website and views a par- ticular pair of trainers, for instance. In that case, they will soon find advertise- ments for those same trainers popping up on other websites they visit and across their social media feeds. The study also explored a compelling psychological phenomenon: the Fear of Missing Out (FOMO). It revealed that FOMO, embedded within retarget- ed advertisements, can trigger anxiety and influence decision-making. Despite claims that FOMO doesn't always af- fect them, its subtle manipulation can subconsciously capture attention, es- pecially when associated with familiar products. The sheer volume of websites visited amplifies this effect, leading to a barrage of retargeted advertisements. The findings suggest that retarget- ed advertisements that are enjoyable, interactive, informative, credible, and personalised to young people are more likely to be seen as valuable and useful. While entertaining and interactive ad- vertisements can foster positive atti- tudes, their obtrusiveness and irritation can backfire. Incorporating FOMO ap- peals can be a powerful tool in shaping attitudes and driving clicks. However, this power comes with re- sponsibility. The study has important implications for young people, advertis- ers, policymakers, and parents. Young individuals need to be more aware of how their online activity fuels this ad- vertising ecosystem and the subtle ways in which FOMO appeals can tap into their anxieties. Reading those often-ig- nored terms and conditions regarding cookies is a crucial first step. Advertisers must tread carefully, re- spect young people's data privacy and avoid overly aggressive or intrusive retargeting tactics that can breed re- sentment. While FOMO appeals can be effective, they should be employed ethically, avoiding the heightening of anxieties. The advent of the EU's Dig- ital Services Act underscores the need for a safer and more ethical online en- vironment. Policymakers play a vital role in em- powering youth through media literacy education. Integrating this into school curricula from an early age is crucial, especially considering the prevalence of inflated age reporting on social me- dia platforms. Policymakers must also ensure the enforcement of EU regula- tions and explore ethical considerations when basic emotions are targeted in ad- vertising. Parents must remain vigilant about their children's online activities. Exces- sive internet and social media usage, particularly among those under 17, can lead to increased exposure to retarget- ed advertisements and potential neg- ative impacts on mental well-being. Checking engagement instructions and addressing inflated age reporting are es- sential. When FOMO-driven retargeted advertisements influence children's at- titudes, they often pressure parents to make purchases. These insights stem from my recent- ly completed PhD in Marketing at the University of Malta, supported by the Tertiary Education Scholarship Scheme (TESS). The research has contribut- ed significantly to understanding on- line advertising, particularly within the realm of AI-driven retargeted ad- vertisements. The insights gained will inform future educational initiatives, policy development, and ethical adver- tising practices, helping young people navigate the AI-powered digital world with greater confidence and resilience. maltatoday | SUNDAY • 11 MAY 2025 6 OPINION Ivan De Battista Ivan De Battista is senior lecturer at the Institute for the Creative Arts, MCAST You Looked? You're Hooked: Retargeting, FOMO appeals and young people The study also explored a compelling psychological phenomenon: the Fear of Missing Out . It revealed that FOMO, embedded within retargeted advertisements, can trigger anxiety and influence decision-making (file photo) A recent study delved into this complex interplay, specifically examining the influence of retargeted advertisements on young people in Malta