The Dutch are disturbed by online advertisements about parenting

Image: Getty Images

On Mother’s Day we put mothers in the spotlight. For some this is a sad day, for example because they have an unfulfilled wish to have children or have lost a child. During that period, advertising about parenting is extra painful, according to research, according to many Dutch people.

Seven out of ten Dutch people are disturbed by online advertisements about pregnancy and parenthood, according to research by Ipsos on behalf of Google among a thousand Dutch people. Of this group, 39% find these advertisements particularly painful around Mother’s Day, for example because they cannot have children, have lost a child or parent or have lost contact with a parent or child. Advertisements about parenting then hit hard.

Sanne Vogel

Such messages were also difficult for actress Sanne Vogel. In 2019, her first child was stillborn. “For people with a desire to have children who have difficulty getting pregnant, or who have lost a child, these advertisements can be extra hurtful,” she says. “Years ago, during my first pregnancy, we had to say goodbye to our baby after four months. Advertising about parenting and pregnancy really affected me at the time.”

Read also: Amelia and her husband are unwanted secondary childless: ‘It is a grieving process’

Sensitive subjects

The research shows that advertisements are not always well received: 41% of the Dutch sometimes feel uncomfortable with an online advertisement. In addition to advertisements about parenting and pregnancy, the Dutch are also annoyed by advertisements about dating, diets and losing weight. What many people don’t know is that you can restrict online advertising on sensitive topics in Google’s Ad Center.

Source: Google

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