Аннотация
The rapid digitalization of financial services has intensified the marketing of credit products to young consumers, who represent a technologically engaged and economically significant segment of the population. As a result, understanding the factors that shape youth borrowing behavior and financial responsibility has become increasingly important. This study reviews existing research on youth lending, examines the impact of digital credit marketing on young people's debt burden, and explores the rationale for treating young borrowers as a distinct category of analysis. Particular attention is given to consumer loans, credit cards, and preferential lending programs designed for young entrepreneurs. The study analyzes lending conditions, borrower eligibility requirements, interest rates, repayment terms, and age restrictions to identify both opportunities and financial risks associated with youth borrowing. The findings suggest that youth lending in Kazakhstan remains an under-researched area due to the limited availability of official statistical data and the fragmented nature of existing studies. The results contribute to a better understanding of youth indebtedness and may support the development of methodological approaches for assessing credit burden as well as improving regulatory mechanisms in this segment of the lending market.