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.
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.
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.
For most youth, the Internet is all about socializing, and while most of these social interactions are positive, increasing numbers of kids are using the technology to intimidate and harass others – a phenomenon known as cyberbullying.
Verbal or emotional abuse is the most prevalent form of bullying online. Social bullying, another pervasive form – particularly with girls – includes social exclusion and spreading gossip and rumours.
It’s important to note that there is no single profile of a child who bullies. While some fit the traditional image of someone who is generally aggressive and has poor impulse control, others may be very sensitive to social nuances and are able to use that understanding against their targets.
Cyberbullying is everyone’s business and the best response is a pro-active or preventative one. From the outset, we can reduce the risks associated with Internet use if we engage in an open discussion with our children about their online activities and set up rules that will grow along with them.
Cyberbullying can be addressed under civil law or criminal law, based on the situation.