Online advertising on popular children's websites: Structural features and privacy issues

  • Authors:

  • Xiaomei Cai;Xiaoquan Zhao

  • Affiliations:

  • Department of Communication, George Mason University, 4400 University Dr. MSN3D6, Fairfax, VA 22030, United States;Department of Communication, George Mason University, 4400 University Dr. MSN3D6, Fairfax, VA 22030, United States

  • Venue:
  • Computers in Human Behavior
  • Year:
  • 2013

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Abstract

This study examined advertisements placed on popular children's websites. A total of 117 commercial children's websites, 933 unique ads and 813 advertising websites were included in the sample. Results show that a majority of children's websites carried advertisements, a third of which were Google ads. Less than half (47%) of the children's websites and about a quarter (24%) of the advertising websites complied with COPPA when they collected personal information from children. Implications for children's online safety are discussed.