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Click here, kids! Advertising practices on popular children's Web sites
Unformatted Document Text:  Advertising on Children’s Web Sites 25 words such as “only” and “just.” The current practice does not fall into the price representation, but both practices are similar in creating a false impression among children. At least, children should not be urged to click on an ad. Privacy concerns With the prevalence of advertisements on Web sites and the ploys that the advertisers used, it has become critical for a Web site to have a privacy policy. The majority of the Web sites (84%) examined in this study posted a link to their privacy policy on their homepage. A lower percentage was observed on advertising pages (74%). Eighty-seven percent of the Web sites collected personal information from children. Ninety-one percent of advertising sites collected personal information and 13 percent of them did so on the initial page. It seems that advertising sites were less likely to post a privacy policy but were equally likely to collect personal information from children. This finding suggests that children are in greater danger of being exploited when they visit an advertiser’s Web sites. It seems that publishing a privacy policy on a Web site did make online operators more cautious about the ads they host on their Web sites. The ads hosted by sites with privacy policy were more likely to be identified as ads, more likely to have its own link to its privacy policy on the ad page, more likely to target children, and less likely to collect personal information on ad pages. However, there are aspects of ads that having a privacy policy seemed to play no roles. The Web sites with a privacy policy and those without were not different in some key variables, such as providing a bridge window/page, collecting personal information directly on the ad page, using prompting words. They were also featuring the same number of ads on their Web sites.

Authors: Cai, Xiaomei. and Markiewicz, Kristin.
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Advertising on Children’s Web Sites 25
words such as “only” and “just.” The current practice does not fall into the price
representation, but both practices are similar in creating a false impression among
children. At least, children should not be urged to click on an ad.
Privacy concerns
With the prevalence of advertisements on Web sites and the ploys that the
advertisers used, it has become critical for a Web site to have a privacy policy. The
majority of the Web sites (84%) examined in this study posted a link to their privacy
policy on their homepage. A lower percentage was observed on advertising pages (74%).
Eighty-seven percent of the Web sites collected personal information from children.
Ninety-one percent of advertising sites collected personal information and 13 percent of
them did so on the initial page. It seems that advertising sites were less likely to post a
privacy policy but were equally likely to collect personal information from children. This
finding suggests that children are in greater danger of being exploited when they visit an
advertiser’s Web sites.
It seems that publishing a privacy policy on a Web site did make online operators
more cautious about the ads they host on their Web sites. The ads hosted by sites with
privacy policy were more likely to be identified as ads, more likely to have its own link to
its privacy policy on the ad page, more likely to target children, and less likely to collect
personal information on ad pages. However, there are aspects of ads that having a privacy
policy seemed to play no roles. The Web sites with a privacy policy and those without
were not different in some key variables, such as providing a bridge window/page,
collecting personal information directly on the ad page, using prompting words. They
were also featuring the same number of ads on their Web sites.


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