Music is one of the most popular and powerful forms of media that kids and teens consume: more than half of Canadian teens say they would die without it, and nearly all consider it very important to their lives. 
Pushing the boundaries for artistic expression has always been a part of popular music. However, the drive for profits may also be pushing the envelope of what is acceptable. In this section we examine some of the issues in today’s music.
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.
Music is a significant medium in a young person’s life, particularly during the teenage years. While other media may occupy a greater number of hours, it is most often from music that teenagers define their identities and draw cues about how to dress and to behave.
The Internet is revolutionizing how we access and listen to music. The development of MP3s, or digital song files, has made it easy to download virtually any piece of music online.
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.
According to Project Teen Canada, 54 per cent of teenagers use cell phones daily. For parents, cell phones are an easy and practical way to stay connected to and keep tabs on their kids while giving them independence. But for young people, cell phones are much more than a tool for chatting with mom or dad – they’re an essential part of their social lives.
Young Canadians today are growing up in a culture where gambling is legal, easily accessible – especially online – and generally presented as harmless entertainment.
Research shows that less than 20 per cent of parents discuss gambling with their children; this issue is seen as minor, mainly because parents are generally unaware of their kids’ participation in these sorts of activities.