Active mediation of television, internet and mobile advertising

Abstract

Purpose: The purposes of this study are to examine how parents implement discussion-based parental mediation (i.e. active mediation) to influence the way children understand advertising on television, computers and smartphones and to investigate factors associated with parental mediation practices. Design/methodology/approach: A survey was conducted with parents in Singapore whose children were watching television, using computers with internet access and using smartphones. Findings: The degree to which parents engage in active mediation of advertising is similar across different media. Active mediation of advertising is more a function of parents’ attitudes toward advertising directed to ch..