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Click here, kids! Advertising practices on popular children's Web sites
Unformatted Document Text:  Advertising on Children’s Web Sites 16 52%), and the other half were graphical but without movements (48%, N=305). Only less than 10 percent of the ads were using texts only (9%, N=61). Over half of the ads (53%, N=369) contained words or phrases such as “enter here,” “play here,” and “click here.” Similarly, most ads coded used certain type of enticements. Only nine percent of the ads (N=65) did not utilize any type of enticement. Half of the ads (51%, N=356) used participating in activities (e.g. games) as an enticement. Nearly a quarter of the ads used money (e.g. win a trip to …) as enticement (23%, N=162), and another 13 percent used gifts as enticement (N=90). Identification of ads The majority of the ads (71%, N=493) did not have any labels underneath or on the top to identify the nature of advertising. Among those who did label the ads, more than half of them (56%, N=113) used the word “ad,” and a quarter of them (25%, N=50) used “advertisement.” Bridge window/page Almost all the ads appeared on a Web site were links (98%, N=682), and nearly all of them were working (98%, N=668), which could lead a child to an advertiser’s Web site. However, only four percent of those working links (N=26) led the child to either a bridge window or page first before linking the child to the advertiser’s page. Advertising page/site Once a child clicks on an ad, he or she will be linked to an advertiser’s Web site. The vast majority of these sites were commercial in nature (97%, N=645). Forty percent of these ad sites (N=266) were targeting children as their primary audience, another half served both children and adults (47%, N=313). Only 13 percent of the ads were targeting

Authors: Cai, Xiaomei. and Markiewicz, Kristin.
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Advertising on Children’s Web Sites 16
52%), and the other half were graphical but without movements (48%, N=305). Only less
than 10 percent of the ads were using texts only (9%, N=61).
Over half of the ads (53%, N=369) contained words or phrases such as “enter
here,” “play here,” and “click here.” Similarly, most ads coded used certain type of
enticements. Only nine percent of the ads (N=65) did not utilize any type of enticement.
Half of the ads (51%, N=356) used participating in activities (e.g. games) as an
enticement. Nearly a quarter of the ads used money (e.g. win a trip to …) as enticement
(23%, N=162), and another 13 percent used gifts as enticement (N=90).
Identification of ads
The majority of the ads (71%, N=493) did not have any labels underneath or on
the top to identify the nature of advertising. Among those who did label the ads, more
than half of them (56%, N=113) used the word “ad,” and a quarter of them (25%, N=50)
used “advertisement.”
Bridge window/page
Almost all the ads appeared on a Web site were links (98%, N=682), and nearly
all of them were working (98%, N=668), which could lead a child to an advertiser’s Web
site. However, only four percent of those working links (N=26) led the child to either a
bridge window or page first before linking the child to the advertiser’s page.
Advertising page/site
Once a child clicks on an ad, he or she will be linked to an advertiser’s Web site.
The vast majority of these sites were commercial in nature (97%, N=645). Forty percent
of these ad sites (N=266) were targeting children as their primary audience, another half
served both children and adults (47%, N=313). Only 13 percent of the ads were targeting


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