Are Children Fair Ad Targets?
A study was released recently that assessed the nature of ads shown on popular children’s websites. The 40 sites reviewed in the study entitled “Fair Game?” found that visitors were exposed to over 200 ads which displayed many products that were inappropriate for children such as online dating and gambling.
Some of the sites reviewed in the study included YouTube, Bebo, MySpace, Cartoon Network, Neopets and CBeebies according to s report in The Guardian Unlimited. Within the viewing space of the homepage and a singular additional page, the report saw that across the 40 sites 211 ads were displayed.
The National Consumer Council, Childnet International and an academic named Agnes Nairn conducted the report and according to GU, much of the marketing utilized “hidden persuasion techniques” in ads that would not be obviously identified by young children. This is in reference predominantly to banner ads that are not easily perceived as advertisements as opposed to content on the page.
Parents were found to not consider advertisements a priority and rather were focused on security. 75% of the sites monitored were found to collect some form of personal information. Besides the open communication with users (i.e. making it known they can complain about inappropriate ads), the report also urges ad-free versions of their sites for small subscription fees.
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