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Lustigman Quoted in Digiday on Virtual Reality, the Latest Ploy to Target Kids

March 6, 2016

Olshan Advertising Partner Andrew Lustigman was quoted by Digiday, a New York-based online publication that covers the digital marketing industry, on legalities involved in marketing junk food to kids through McDonald’s new VR Happy Goggles. The article highlighted that brand marketers are taking an interest in virtual reality, with its ability to deliver immersive experiences to kids and teens. Numerous legalities could be involved in VR campaigns that target children and as more and more brands are trying to take advantage of VR, Lustigman suggested “that companies engage with children through VR should understand this technology from a child’s perspective." He further stated, that it may be appropriate to provide a VR children’s game as a form of entertainment, as long as the brand is interacting with the child and the parents in a positive manner. However, it would not be appropriate to advertise unhealthy food or activities “in a manner that would not be welcome during children’s television programming.” He concluded that “VR is in its infancy, and brands are still developing how to use this technology so that its message and consumer engagement are seen as a natural fit.”

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