Digital Disregard: A Case for Amending Québec’s Children Advertising Legislation

Background: In 1978, the province of Québec introduced the Consumer Protection Act (CPA), which prohibited advertising to children under 13. Since then, new forms of digital technology and intrusive advertising have emerged. Analysis: Using the FIFA video game series as a case study, this article analyzes how the persuasive nature of loot-box microtransactions may be considered advertising targeted to children and explores international approaches to similar issues. Conclusions and implications: By adopting language similar to that in EU and U.K. legislation, Québec’s CPA can be transformed to better protect children in the digital age.