Teens Can't Tell Difference Between Google Ads and Search Results

Teens Can't Tell the Difference Between Google Ads and Search Results

James Vincent | November 20, 2015

The familiar narrative of teens and technology is one of natural proficiency — that young people just get technology in a way that older generations don't. But research suggests that just because children feel at home using smartphones, it doesn't mean they're more aware of the nuances of how the web works. In a new report published by the UK's telecoms watchdog Ofcom, researchers found that only a third of young people aged 12 to 15 knew which search results on Google were adverts, while this figure was even lower — less than one in five — for children aged 8 to 11.

ONLY 31 PERCENT OF 12- TO 15-YEAR-OLDS COULD IDENTIFY THE ADS IN GOOGLE'S SEARCH RESULTS.

Source: https://www.ftc.gov/system/files/documents/plain-language/pdf-0205-endorsement-guides-faqs_0.pdf

<more at http://www.theverge.com/2015/11/20/9768350/google-ads-search-results-ofcom; related links: http://www.theverge.com/2015/4/7/8359067/google-youtube-kids-app-ads-complaint-ftc (Google accused of using 'unfair and deceptive' ads on YouTube Kids. April 7, 2015) https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking (The FTC’s Endorsement Guides: What People Are Asking)>