Date of Award

Spring 2026

Degree Type

Thesis

Director of Thesis

Kevin Sample

Second Reader

Chris Pardi

Abstract

The rise of digital marketing has transformed how companies engage with consumers, particularly those that fall within the adolescent age group. Teenagers represent a uniquely vulnerable demographic due to the developmental stage they are in, making them especially susceptible to targeted advertising strategies that leverage data analytics, social media algorithms, and behavioral tracking. The aim of this study is to examine the direct and indirect impacts of targeted marketing on the physical, mental, and social health of teenagers in the United States. Drawing on existing literature, case studies, recent lawsuits, and regulatory analysis, the research gathered explores how industries such as food and beverage, alcohol, tobacco, and digital media shape adolescent behavior and health outcomes. The study also evaluates current regulatory frameworks, including the Children’s Online Privacy Protection Act (COPPA) and Federal Trade Commission (FTC) guidelines, identifying key gaps for those individuals aged 13-17. By incorporating international comparisons and ethical analysis, this research proposes policy recommendations aimed at strengthening protections for teenagers and outlines directions for future research. Ultimately, the study highlights the need to rethink how marketing is understood in the digital age, shifting from a focus on individual advertisements to recognizing it as an algorithm-driven system of influence, and to more effectively balance corporate profit motives with public health and ethical responsibility.

First Page

1

Last Page

34

Rights

© 2026, Katelyn Overbay

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