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LMK-Study "Travelling with children on the net"

Published on: 24.01.14
Source: LMK-Landeszentrale für Medien und Kommunikation

First time results about childrens exposure with online advertising

The results of the research project "travelling with children on the net: observations on the behaviour of surfing the web - challenges for the media supervision" ("Mit Kindern unterwegs im Internet: Beobachtungen zum Surfverhalten - Herausforderungen für die Medienaufsicht") which the Landesanstalt für Medien und Kommunikation (LMK) initiated in addition to an analysis of the media authorities are available now.

In the more-method-design the following was analysed:

1. how the advertisement on the internet is presented and how it can be differentiated from editorial content,
2. if children recognize advertisement as such and how they react on advertising offers,
3. if children possess adequate skills for advertisement,
4. if any need for action given the media regulatory imbalance between television and internet use exists.

In order to read the complete article (in German language) and for further information on the study (pdf), please follow the links.