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.
In e-Parenting Tutorial: Keeping up with your kids’ online activities, Alice, a witty and cyber-savvy mom, takes parents on a tour of the many different Web environments and activities that are popular with children and youth.
The Parenting the Digital Generation workshop looks at the various activities kids love to do online and offers tips and strategies for everything from Facebook privacy settings, online shopping, cyberbullying, to protecting your computer from viruses.
Despite all of the concerns about what youth are doing with digital media, MediaSmarts’ study Young Canadians in a Wired World (YCWW) has found that not only are most kids not getting in trouble online, they’re often being actively kind and thoughtful towards people they know.
As we grow, we pass through distinct stages of moral development in which our ethical thinking is based on different principles. The second stage in learning ethics is becoming aware of rules that either punish or reward us for doing something: younger children are most motivated by a fear of being punished for bad behaviour, but become more concerned with the rewards of good behaviour as they get older.
Empathy is at the heart of ethics. In order to develop a sense of right and wrong that goes past just being afraid of punishment or hoping for a reward, we have to be able to put ourselves in another person’s shoes.