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Click here, kids! Advertising practices on popular children's Web sites
Unformatted Document Text:  Advertising on Children’s Web Sites 36 Table 3: Relationship between Privacy Link on Host Site and Privacy Link on Ad page. Privacy Link on Ad Page Have privacy link No privacy link Have privacy link 450 (77%) 133 (23%) Privacy on Web Site No privacy link 42 (51%) 41 (49%) 2 (1, N=697)=26.61, df=1, p<.001 Table 4: Relationship between Privacy Link and Ads’ Target Audience Target Audience Children Adults General Privacy Have privacy link 256 (44%) 73 (13%) 255 (44%) No privacy link 10 (12%) 15 (18%) 58 (70%) 2 (2, N=667)=30.77, df=2, p<.001 Table 5: Relationship between Collection of Personal Information and Identification of Ads Identification of Ads Yes No Yes 171 (27%) 457 (73%) Collection No 33 (48%) 36 (52%) 2 (1, N=697)=12.74, p<.001

Authors: Cai, Xiaomei. and Markiewicz, Kristin.
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Advertising on Children’s Web Sites 36
Table 3: Relationship between Privacy Link on Host Site and Privacy Link on Ad page.
Privacy Link on Ad Page
Have privacy link
No privacy link
Have privacy link
450 (77%)
133 (23%)
Privacy on Web Site
No privacy link
42 (51%)
41 (49%)
2
(1, N=697)=26.61, df=1, p<.001
Table 4: Relationship between Privacy Link and Ads’ Target Audience
Target Audience
Children
Adults
General
Privacy
Have privacy
link
256 (44%)
73 (13%)
255 (44%)
No privacy link
10 (12%)
15 (18%)
58 (70%)
2
(2, N=667)=30.77, df=2, p<.001
Table 5: Relationship between Collection of Personal Information and Identification of Ads
Identification of Ads
Yes No
Yes
171 (27%)
457 (73%)
Collection
No
33 (48%)
36 (52%)
2
(1, N=697)=12.74, p<.001


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