Native advertising: ethical aspects of kid influencers on Youtube

Abstract

Technological advances and cheaper prices in technology have made it easier for different people to have access to the digital world. This situation has provided advertisers with great opportunities, in addition to the creation of new online channels and formats. However, the quick growth of promotional content on the internet has significantly increased advertising saturation, diminishing the effectiveness of advertisements. This problem is further aggravated by the use of invasive formats (eg pop-ups). As a response to this issue, new advertising formats have been created, such as native advertising, which seek to improve users’ browsing experience. Broadly speaking, native advertising encompasses advertising contents adapted to the environment of media and their themes (Fuente, 2018; Harms, Bijmolt and Hoekstra, 2017).