Children with a laptop – Often they don’t recognize advertising
Half of children’s 100 top favorite sites contain advertising or promotional messages. But only 18 percent of children aged six to eleven years can clearly recognize them for what they are. This is the result of the study “Children and Online Advertising” which was jointly commissioned by the Landesanstalt für Medien NRW (LFM, the Media Authority of North Rhine-Westphalia) and the Federal Ministry for Family Affairs, Senior Citizens, Women and Youth ( BMFSFJ ) and presented on 3 November in Berlin.
In the study, the Hans Bredow Institute in Hamburg investigated forms of advertising on the Internet and their perception by children. The scientists studied the current advertising practice on children’s 100 most popular web sites and analysed how children understand advertising. The investigation is based on a representative survey of 633 children as well as qualitative interviews with 100 children between seven and eleven years.
A summary of the study as well as a new parent guide are available for members of the public at www.lfm download -nrw.de.
