Reports & Research

Interactive technology has the potential to revolutionize how children watch television. With a simple click of the remote control, childrenwill go from passive viewers to active participants, having the potential to explore subjects in detail, ask experts questions and play games. Yet interactive technology also opens the door to intrusive advertising practices, similar to those currently used on the Internet. As television transitions from analog to digital, questions arise regarding how interactive advertising will be used to market to children and how young viewers will be affected. This brief explores these questions and offers recommendations to protect children in a new age of interactive advertising.