Online Marketing

In this section, you can find...

The following section looks at the ways in which children and youth are targeted and marketed to online and the associated issues. It also provides strategies to help kids develop the media smarts they need to play – and not unwittingly pay – when they go online.

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, [1] marketers are keen to establish brand recognition and brand loyalty with children at increasingly younger ages.

In this section, we examine some concerns related to online marketing.

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.