LMK-Study: "With children on the Net"
by Landeszentrale für Medien und Kommunikation Rheinland-Pfalz
First time results about childrens exposure with online advertising
The results of the research project "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:
- how the advertisement on the internet is presented and how it can be differentiated from editorial content,
- if children recognize advertisement as such and how they react on advertising offers,
- if children possess adequate skills for advertisement,
- if any need for action given the media regulatory imbalance between television and internet use exists.
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Available on the website since January 24, 2014