Jerusalem, 18 August, 2025 (TPS-IL) — Israel’s Consumer Protection and Fair Trade Authority identified an increase in risks for young consumers during the summer period due to the increase in the use of social networks.

The long holiday season brings a sharp increase in teenagers’ screen time on social media like Facebook and TikTok and increased exposure to hidden advertising, online challenges, and digital scams.

“Teenagers and parents must be vigilant,” said the Authority.

There is concern about the existence of consumer traps that are influenced, among other things, by targeted marketing promotions and campaigns aimed at the young audience – from hidden advertising to online challenges that may lead to unnecessary purchases, violation of privacy and even digital fraud.

Common examples include challenges that combine purchasing and displaying the product online (photoshoot with a swimsuit and ice cream), sharing experiences with a reward of a prize or benefit, and photo challenges with dedicated products.

The interest of the dealer is to create a convenient and easy infrastructure for reaching the target audience, with the challenges being utilized as a precise and extensive marketing infrastructure in the networks, with the potential to influence mainly a young audience.

The main components of the damage:

Consumerism based on emotional and social influence.
Difficulty distinguishing between real content and sponsored advertising.

Gil Tanenbaum

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