‘Mum, can I play on the internet?’ Parents’ understanding, perception and responses to online advertising designed for children
Lara Spiteri Cornish
Coventry Business School, Coventry University
Introduction
Worldwide, children are becoming ever more connected. In 2012, a survey of 9,000 adult and child internet users in 12 countries, including China, India, Japan, the United Kingdom and the United States, found that children spend on average 39 hours per month on the internet – twice as much time as their parents believe (UNICEF 2012). Levels of internet access are highest in the industrial world but are rising rapidly...