Media violence has been taken up as a public policy issue by a number of Western countries. Central to the debate has been the challenge of accommodating what may appear to be opposing principles—the protection of children from unsuitable media content and upholding the right to freedom of expression.
The video game sector is the fastest growing entertainment industry and second only to music in profitability. Global sales of video game software hit almost $17 billion U.S. in 2011. 
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.
Digital media such as the Internet and video games have become increasingly important in the lives of children and youth. Even when young people are consuming other media, such as TV, music and movies, they are likely to be doing it through the Internet. As well, nearly all the media they consume, from TV shows to toys, have Web pages, virtual worlds, video games or other digital spinoffs associated with them.
Throughout the elementary years, parents are the main gatekeepers for their children. As such, they need to be actively involved in their children’s video game playing – selecting the games, managing how much time children spend playing, and talking to them about the values in the games they like.
For most teens, playing video games is just another recreational activity they enjoy with friends. The concern is when video game playing becomes an addictive or isolating activity.
Good-quality video games offer lots of benefits to children and teens.
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.
Sixty-two per cent of Canadian gamers are male: and in a market targeted primarily at males, games that appeal to girls can be hard to find. Generally girls aren’t interested in the violent “first person shooter” games favoured by boys, and many of the girl-specific games promote stereotypical interests such as cooking and babysitting. (Industry representatives claim these topics are chosen based on their surveys of what female games want.)