Children’s Advertising Literacy in the Current Digital Landscape

In recent years, academia has increasingly focused on advertising literacy among minors, marked by a notable surge in research publications in 2020. Advertising literacy, defined by Boush et al. (J Consum Res 21(1):165–175. https://doi.org/10.1086/209390 , 1994), encompasses an individual’s abilities and skills to navigate advertising. Despite this growing interest, research on how children process advertising in the digital context is still emerging. Historically, the scientific community primarily investigated television as a medium and its impact on children and young people, often centered around advertising’s influence on food brands. In the digital context, recognizing advertising formats poses a formidable challenge, especially when seamlessly integrated with entertainment, often referred to as ‘advertainment’. Limited studies have explored these emerging formats, such as banners, advergames, or interactive ads within social networks. These investigations shed light on the intricate interplay between information and entertainment in digital advertising. However, the complexity of identifying these formats within the entertainment experience remains a subject of ongoing research. This chapter has two primary objectives. Firstly, it aims to define and underscore the significance of advertising literacy, especially in the digital realm, given the constant exposure of minors to advertising. Secondly, it seeks to provide a contemporary perspective on the relationship between minors and emerging advertising formats and techniques, often incorporating commercial intentions subtly, making them challenging for minors to detect.