Children's perceptions and attitudes towards targeted advertising: a qualitative study in a suburban area “Oued Endja’’ - algeria

Abstract

The shift to online marketing has heightened ethical concerns about children's privacy and health, the dilemma of having the right to be present online while being protected from unethical exploitation presents an urgent problem to address, especially with the rapid growth and advancement the sector witnessed within the past years, This study explores children's perceptions and attitudes towards targeted advertising in the suburban area of “Oued Endja” -Mila- Algeria, addressing a significant gap in the existing research. Utilizing a qualitative approach, six focus group discussions were conducted with children aged 8 to 14 years. Thematic analysis of the discussions revealed varied levels of advertising literacy among the participants, with some children displaying a basic understanding of advertising intent, however the majority lacked awareness regarding privacy issues associated with targeted advertising. These findings suggest the urgent need for educational initiatives to enhance advertising literacy and privacy awareness among children. Additionally, the insights gained from this study can inform consumer protection organizations, such as the Algerian Organization for Consumer Protection (APOCE), in developing more effective strategies to safeguard children's interests in online environment.