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 Internet has revolutionized how young people watch movies: half of Canadian teens say that they download movies without paying for them at least once a week. 
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.
Intellectual property - Anything that comes into being through invention or artistic creation. When an intellectual property is also real property, it is possible to own one but not the other – so that owning a painting (real property right) does not automatically give you the right to make copies of it (intellectual property right).
What is intellectual property?: A novel? A film script? A joke? A cook book? A character in a TV show? A painting? The lyrics to a song? All of these are intellectual property.
In Canada, consumers have certain rights to use copyrighted material without permission or license from the owner of the copyright. These rights are defined in the Copyright Act as Fair Dealing exemptions and were redefined in the 2012 changes to the Act. A good knowledge of Fair Dealing can be extremely helpful in understanding what you and your students can do with media in class. It’s important to note that the Copyright Act provides very little definition for many of these terms; instead, most of the specifics of Fair Dealing have come from court rulings, and the new exemptions and other changes done in 2012 will likely also be further defined in the same way.
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.
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.