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.
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.
Social networking is one of the most popular online activities in Canada. In fact, according to the Canada Online! study, 40 per cent of all Canadians use a social networking site. Facebook is the most popular of these sites by a long shot, with over seven million active Canadian members.
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.
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.
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.
Intended for girls in grades 7-9, Half Girl, Half Face explores many of the online image issues teenage girls may encounter when they use digital media – particularly social networks.
Understanding the connected world of kids and teens can be challenging for parents because adults don’t communicate online in the same way and are not necessarily using the same social media. Even more challenging is the reality that there’s always something new coming around the corner.
The Raising Ethical Kids For a Networked World tutorial examines some of the moral dilemmas that kids face in their online activities and shares some strategies to help them build the social and emotional intelligence that’s needed to support ethical decision making – and build resiliency if things go wrong.