DOI: 10.5176/2301-3729_JMComm12.44

Authors: Franziska Matthes

Abstract: This study investigates online portals which offer children’s and family movies in consideration of ethical self-regulated guidelines for advertisement to children. By distinguishing the online portals concerning their awareness of youth protection the study examines the implementation of advertisement designation, methods of self-protection, and inappropriate advertising contents. Results show a lack of youth protection on all portals, however, with different extent. Film portals without an obvious awareness of youth protection violate ethical guidelines much more than film portals with obvious youth protection methods. Arguments for a better youth protection on websites which provide contents that are in demand by young users are discussed.
Keywords: Appropriate Advertisement, Youth Protection, Online Film Portals


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