The Internet provides marketers with many opportunities to elicit personal information from children. Kids love playing on the Web, and commercial sites for children are continually ranked as top online destinations.
Many preschoolers are already active computer users. According to a 2012 Ofcom report, one-third of children ages 3-4 access the Internet using a computer, while a 2011 survey by Common Sense Media found that roughly the same number have used mobile devices such as smartphones and tablets. While children at this age have a limited attention span for online activities, Internet images and sounds can stimulate their imaginations and add to their experiences.
At the end of the day very little that can be done to prevent kids from encountering online advertising. The best approach is to teach them, from an early age, the purpose of advergames, branded characters and commercial websites.
In this section, we examine some concerns related to online marketing.
Information privacy is an important policy and social consideration.
There is little doubt that marketers love kids. With a collective spending power of over three billion dollars, and the potential to influence billions more in family spending,  marketers are keen to establish brand recognition and brand loyalty with children at increasingly younger ages.
The word surveillance comes from the French verb “surveiller”, which, when translated, means “to watch over”.  Sociologist and surveillance scholar David Lyon defines surveillance as “any collection and processing of personal data, whether identifiable or not, for the purposes of influencing or managing those whose data have been garnered”.  Increasingly, information gathering and surveillance technologies are becoming more and more common as part of everyday life and routines. 
Children and youth who use the Internet are highly attuned to surveillance practices.  Research conducted by MediaSmarts demonstrates that for young Canadians surveillance is part of everyday life. While youth once considered the Internet to be a private space where they and their peers could play, communicate, and experiment, these attitudes have largely disappeared: on the contrary, youth now regard the Internet as a completely monitored space.  This surveillance of youth is primarily conducted by parents, teachers/schools, and corporations.
Children and youth are a huge potential market for corporations.
There is a common misconception that youth are not concerned with privacy. On the contrary, though, there is significant evidence to suggest that privacy is a major concern among youth, particularly when it comes to their actions online.  As a result of this concern, young Canadians have developed a wide range of techniques to resist surveillance or negotiate their own privacy.