Protecting Children in Mixed-age Online Media 2021 (ASA)

A research paper from the ASA

From:
Competition and Markets Authority
Published
25 March 2022
Category:
Ad hoc research
Original publisher:
Advertising Standards Authority
Research area:
Advertising and marketing, Future connectivity and internet, Media and entertainment
Research topic:
Adtech, Gaming, Internet usage and attitudes, Safety and harms, TV, video and on-demand
Research publish date:
29 July 2021

Abstract

This report looks at how ads are being served online on websites and YouTube channels with a mixed-age audience. The monitoring report principally focussed on:

  • non-logged-in Mixed-Age Online Media comprising websites and YouTube channels that attract a proportionally high adult audience (75%-90% of the total audience), but includes a significant audience of under-18s (10-25% of the sites’ audience)
  • dynamically served age-restricted ads, which enable advertisers to target subsets of the sites’ audience based on data known or inferred about them

Citation

Advertising Standards Authority, Protecting Children in Mixed-age Online Media (2021) [online] Available at: Protecting Children in Mixed-age Online Media [Accessed 10 February 2022]

https://www.asa.org.uk/resource/asa-report-on-age-restricted-ads-appearing-in-online-mixed-age-media.html

Published 25 March 2022
Contents