For many years I have been fortunate to work in industries which I greatly enjoy….these include chocolate, alcohol, gambling and tobacco.  In full disclosure, I agree, three out of four of these should be regulated and advertising should be measured so that underage persons are properly informed of risks associated with them.

Let me say that again, "I agree, these should be regulated and advertising should be measured so that underage persons are properly informed of risks associated with them.".  With that being said, it seems brands are constantly challenged with the burden to communicate with their customers but isolate those who should not have visibility to their messaging.  The irony here is that many of the age-gate tools which are employed are subject to the honesty of the user to disclose their date of birth before accessing without any measure of review or accountability.

Enter hypocrisy…I am over 21 years old and like many of you have mislead others about my age and perhaps, had identification which may not been entirely accurate regarding my date of birth.  As a parent, I know what will happen if I ask a question of my child where they are faced with the decision of answering truthfully with no consequences or answering with a white lie to obtain something forbidden, again, with no consequences for answering less than truthful.

• How about marketing to parents how to better educate children about these products?
• How about marketing to everyone the risks and/or rewards surrounding usage of these regulated products?
• How about instead of creating age-gates and other ridiculous measures which have no real means to regulate, enact methods which educate those who need it the most?