With the advent of new social media, which with its accessibility attracts a large number of users, the marketing strategies used for advertising have occupied a new space and the users that it brings. The age regulations enforced by the most widespread social networks (Facebook, Instagram, TikTok) prohibit the use of social networks by children under the age of 13, but usually children are exposed to digital content much earlier, e.g. through television, and more and more often also through parents' mobile phones. The emerging generations, even as young users, due to their exposure to digital content, are ideal targets for marketing strategies that take advantage of their naivety and inexperience to transform passive viewers into active consumers.

The research and analysis questions the ethics of the company Mercator in the case of mTikTok Academy, which targeted young people through TikTok. Encouraging young people to record videos for Mercator also raises questions about TikTok's ban on advertising products to minors in Slovenia.