Parents of young children need to actively manage and control TV viewing in the home. Children need a variety of activities for healthy development and television can be a fun and educational part of a child’s daily routine, if managed properly.
In its study of masculinity and sports media, the research group Children Now found that most commercials directed to male viewers tend to air during sports programming. Women rarely appear in these commercials, and when they do, they’re generally portrayed in stereotypical ways.
Television is one of the most prevalent media influences in kids’ lives. According to the 2011 Active Healthy Kids Report Card on Physical Activity for Children and Youth, Canadian youth ages 6-19 average about six hours of screen time per day, with TV programs (watched on a variety of different screens) accounting for much of this time. 
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.
Teens and preteens are at the heart of the social Internet interacting with others through chat, instant messaging, social networking sites, in virtual worlds and online multi-player games. It is inevitable that at an age where young people are starting to explore their sexuality offline, they will do so online in these interactive environments as well.
When most people think about sexual risk and harm on the Internet, sexual predators come to mind. Because of its sensational nature, the spectre of unscrupulous adults preying upon and sexually exploiting kids online gets a lot of media attention. Although this does happen, sensational headlines do not help us understand the nature and true extent of the problem or how to deal with it effectively.
As adults, we want to foster resilience in young people, starting when they’re young. This can be done by teaching them how to handle harassing messages or requests that make them feel uncomfortable – on the Internet or in the schoolyard – and, as they get older, by teaching them how to spot and respond to emotional manipulation. The good news is that most teens are effectively handling online requests from strangers – the bigger challenge is helping them handle sexual advances from people they know.
One of the most important recent developments in advertising to kids has been the defining of a “tween” market (ages 8 to 12).
In Canada, there are rules for advertising to children. Except in Quebec, where all advertising to children under the age of 13 is prohibited under the Quebec Consumer Protection Act, advertisements in broadcast media directed at children under 12 years of age must follow a set of voluntary guidelines called the Broadcast Code for Advertising to Children. The Code does not pertain to ads broadcast on U.S channels. Compliance with the Code is a condition of licence for Canadian broadcasters.
Parents of young children have an important role to play in protecting their kids from invasive marketing, and in educating them about advertising from an early age.