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Click here, kids! Advertising practices on popular children's Web sites
Unformatted Document Text:  Advertising on Children’s Web Sites 22 located at the bottom of the page. A majority of advertising pages (74%, N=492) had privacy links but most of the links appeared at the bottom of the page (77%, N=379). Fourteen percent of the Web sites did not collect any personal information from children while only 9 percent of the advertising pages didn’t. Ad world Online world is an advertising world. More than two-thirds of all Internet sites designed for children and teens use advertising as their primary revenue stream (Neuborne, 2001). Even among the most popular children’s Web sites, seventy-five percent of them had advertisements. For every Web site that a child visits, he or she expects to see five unique ads. This number is not even complete because the authors did not count every ad on all pages of a Web site. The actual average number could be higher. The prevalence of advertising on children’s Web sites has made online world an advertising world. Children cannot escape from advertising when they surf the Web. The FCC regulates the number of minutes that could be devoted to advertising during one hour of children’s programming on television (FCC, 1974). But no corresponding restriction exists on Web advertising. Theoretically, it is possible for online advertisers to place as many ads as they desire on a Web site. Regulating the number of advertisements placed on a Web site may protect children form being surrounded by advertisements. Ad features The widespread of online ads already put children in a vulnerable position. The ploys that advertisers use in the ads and their privacy practices make the online environment even more dangerous for children.

Authors: Cai, Xiaomei. and Markiewicz, Kristin.
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Advertising on Children’s Web Sites 22
located at the bottom of the page. A majority of advertising pages (74%, N=492) had
privacy links but most of the links appeared at the bottom of the page (77%, N=379).
Fourteen percent of the Web sites did not collect any personal information from children
while only 9 percent of the advertising pages didn’t.
Ad world
Online world is an advertising world. More than two-thirds of all Internet sites
designed for children and teens use advertising as their primary revenue stream
(Neuborne, 2001). Even among the most popular children’s Web sites, seventy-five
percent of them had advertisements. For every Web site that a child visits, he or she
expects to see five unique ads. This number is not even complete because the authors did
not count every ad on all pages of a Web site. The actual average number could be
higher. The prevalence of advertising on children’s Web sites has made online world an
advertising world. Children cannot escape from advertising when they surf the Web. The
FCC regulates the number of minutes that could be devoted to advertising during one
hour of children’s programming on television (FCC, 1974). But no corresponding
restriction exists on Web advertising. Theoretically, it is possible for online advertisers to
place as many ads as they desire on a Web site. Regulating the number of advertisements
placed on a Web site may protect children form being surrounded by advertisements.
Ad features
The widespread of online ads already put children in a vulnerable position. The
ploys that advertisers use in the ads and their privacy practices make the online
environment even more dangerous for children.


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