Why Online Ads Feel Different to Children
Children encounter advertising everywhere online — in games, videos, apps and social feeds. Unlike TV ads, which are clearly separated from programmes, online ads often blend into content. A colourful character might promote a toy, or a game might offer a ‘free’ reward if you watch a video. To a child, these can feel like part of the fun, not a sales pitch.
That’s why talking about advertising needs to be ongoing, not a one-off. The goal isn’t to make children cynical, but to help them recognise when someone is trying to sell them something.
Start With Simple Questions
Instead of lecturing, ask questions. When an ad appears, try: ‘Who do you think made that? What do they want us to do?’ This helps children think critically without feeling accused. For younger children (5–7), keep it concrete: ‘That pop-up wants you to tap it. It’s like a shop trying to get your attention.’
For older children (8–12), you can introduce the idea of persuasion. ‘Why do you think they used that bright colour? What are they not telling us?’ These conversations build a habit of noticing.
The List: Five Things to Point Out
- Ads disguised as games: Some ‘free’ games are really adverts. If a character keeps pushing a product, name it.
- Influencers and unboxing videos: Explain that some YouTubers are paid to show toys. It doesn’t mean the toy is good.
- Pop-ups and banners: These are designed to be clicked by accident. Teach children to close them, not tap them.
- ‘Only 2 left!’ or ‘Hurry!’: These create false urgency. Ask: ‘Do we really need it right now?’
- Personalised ads: If your child sees an ad for something they searched for, explain that websites remember what we look at.
Explaining that a flashy banner for gamblezen is designed to look fun, not to be fair, is a lesson worth repeating.
Use Real Examples Without Shaming
If your child clicks an ad and ends up somewhere unexpected, don’t panic or shame them. Instead, use it as a teachable moment. ‘That was a trick, wasn’t it? How could we tell next time?’ This keeps the conversation open. Children are more likely to come to you if they feel safe.
Also, point out honest advertising when you see it. ‘That advert told us the price clearly. That’s fair.’ This helps children see the difference between persuasive and deceptive.
Set Practical Boundaries
Talk is important, but so is the environment. Use ad blockers where possible, choose ad-free versions of apps, and set up parental controls. Explain why: ‘We’re blocking ads because they’re designed to interrupt you. You can still choose what to watch.’
For older children, agree on rules together. ‘If you want to buy something you saw in an ad, let’s wait a day and talk about it.’ This teaches delayed gratification and reduces impulse buys.
Keep the Conversation Going
Advertising changes fast — new formats, new platforms. What worked last year might not work now. So check in regularly. Ask: ‘Have you seen any ads that felt sneaky lately?’ or ‘What’s the weirdest ad you’ve seen this week?’
By making ad-talk normal, you help your child build a lifelong skill: questioning what they see online. That’s more valuable than any single rule.
