Information processing theory suggests that children may be particularly vulnerable to online advertising. This study examined the structural and privacy features of advertisements placed on popular children's websites. A total of 697 advertisements on 133 of the most popular children's websites were analyzed. Results revealed an online advertising world for children that is both tempting and confusing. Moreover, protection of children's privacy is not ideal on advertisers' websites. In all, online advertising raises challenging fairness and privacy issues. Better protection of children on the Web is needed.
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Cai et al. (2010) studied this question.
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