Jake Paul
Manipulative Merchandising
Jake Paul, like other rising Youtubers, launched a merchandise line early in his career. He creates and sells anything from phone cases and clothing to backpacks. However, while most Youtubers plug their merchandise once or twice during a video, Paul mentions it incessantly. Paul’s over-saturation of personal merchandising advertisements have become somewhat of a joke online, with many people making videos mocking him. As Paul even made a song that is available for purchase on iTunes with the lyrics such as: "Buy that merch" and "go tell your momma, she got to buy it all". However Paul’s marketing of his brand is not comical, it’s manipulative.
Why is it Wrong to Advertise to children?
Countless studies have shown that children do not understand the difference between advertising and entertainment; this makes them more susceptible to targeted advertisements meant to manipulate them. Children are also more trusting than adults and are not able to critically analyze advertisements as adults can. The Children’s Television Act (CTA) dictates that television shows cannot include advertisements for products from the television show. This type of marketing is called host selling and it is particularly manipulative and effective for influencing children to buy products. The CTA also limits the amount of commercials per television show to 20% of the total watch time.
What Makes Jake's Tactics Manipulative?
Jake Paul’s daily video blogs are in violation of both aforementioned rules in the CTA. Paul’s videos are almost a handbook on how to host sell effectively, as Paul and the people around him wear his merchandise in every video and promote it countlessly. Paul’s videos also exceed the designated percentage of allowed commercials. Out of a 13 minute and 50 second video 7 minutes are dedicated to advertising Paul’s products - over 50% of the video, way higher than the CTA’s designated 20%.
However, Paul’s advertising alone is not what is helping him sell products and influence children, his position as a Youtuber gives him a massive leg up. Youtubers are often creating content all by themselves, or when they have a production team it is hidden behind the scenes. Because of this, viewers feel especially connected with their favorite Youtubers. Youtube is also a much more laid back and conversational platform than traditional media, thus, viewers feel like the Youtubers they are watching are talking to them as friends. Thus, Youtube becomes the perfect storm for brand marketing and when a Youtuber suggests a product to their fans, their fans see it as a friend giving them a suggestion not a paid product placement. While Paul’s use of advertising is dirty and manipulative, there is nothing the CTA or anyone else can do to stop him. The CTA does not have the reach to impose their act on a private Youtube personality, and Youtube itself has no rules dictating when or where to advertise.