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.
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.
Typically, youth sexting occurs in three contexts: in lieu of sexual activity for younger adolescents who are not yet physically sexually active; to show interest in someone a teen would like to date; and, for sexually active youth, as proof of trust and intimacy.