The development of digital technologies and the widespread internet use have led to increased
use of online content among children. User-generated content is usually made in a dynamic
and colorful way that is specifically appealing to children, which is something that advertisers
have been exploiting. With the growing popularity of Youtube platform, which allows users
to quickly create and share content, a growing number of users, and the increasing popularity
of online influencers, hidden advertising has become a common practice. In this thesis, based
on qualitative analysis of 30 videos aimed at children, I developed a coding scheme to analyze
transparency in placements of ads within content aimed at children. In doing so I connected
information processing theory and product placement marketing strategy as a theoretic
framework. The analysis shows that a significant portion of these videos had included ads that
were not clearly labelled which raises ethical concerns about the role of advertising on
children. The line between advertisements and content is increasingly blurred as advertisers
exploit children's limited cognitive development, making it difficult to recognize
advertisements. I placed special emphasis on analyzing existing measures to protect children
and provided recommendations for improved children's safety on online platforms.
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