Online issues and worries: online advertising

Why do I see adverts online and what form do they take?

Companies use adverts to reach as many people as possible. You may see:

• adverts in the sidebar of a page or app
• pop-up adverts
• adverts at the beginning or part way through a video
• paid for or sponsored social media posts used as adverts
• adverts in online games (sometimes watching them will earn rewards in the game)
• adverts for in-game purchases such as skins, tools or upgrades
• adverts appearing as part of search results

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Is it safe to click on an online advert? 

It always helps to be careful when deciding whether to click on an advert. While most adverts are paid for and run by real companies, some adverts can be scams.

Lots of adverts will also take you out of the game, app or site that you are on, which can lead to you seeing upsetting or unexpected content.

The safest thing to do if you see an advert for a product you would like to purchase is to go to the official site for the product and buy it from there. It can also help to talk to an adult, especially if it’s their money you’ll be spending in which case you should get permission first.

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Why do my adverts change after an online search? 

Lots of websites and apps use cookies and other technology to see what videos, posts and other content you interact with or search for the most. This can help them work out what kinds of things you are interested in and what kinds of adverts will appeal to you the most.

This means if you’ve searched for a product or service online you are more likely to see an advert for it. This can be helpful and can mean you get sent offers and shown adverts that are more relevant to you. But some people find it uncomfortable or feel like their devices are listening to them.

You can limit this happening by using private browsing or looking at the cookie settings on the websites you visit.

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Do the apps and services I’m on give my data to advertisers? 

This depends on the apps and services you are using. When you sign up for an account or download a new app you will be asked to read terms of use.

This is where you will find how the app or site is storing and using your data. It can be very tempting to click or tap straight through this stage of sign up, but it is really important that you know how an app or site is using your information.

The language used in these terms can be tricky to understand, so it is a good idea to have an adult check through them with you and help you to decide if you want to sign up, based on how they use your information.

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Are all the adverts that I see online genuine?

Not everything that you see online is true or trustworthy, including adverts. There are signs you can look out for to help you decide if an advert is reliable or not.

• Are there spelling mistakes? Official adverts for most companies will be carefully reviewed before being published – spelling or other mistakes are a sign that the advert has not been checked before posting, so may not be genuine.
• Is the advert offering a great deal? While promotion codes, discounts and price reductions are common features of adverts, if something seems too good to be true, it probably isn’t true.
• Are they asking for your personal information? This may be a sign that the advertiser is more interested in your data than you buying something and can also be a sign of a scam.
• Does an advert make bold claims about the health benefits or effectiveness of a product? Remember that adverts are trying to attract your attention and money so will always make a product sound as appealing as possible.

The Advertising Standards Authority have strict guidelines companies must follow to make sure adverts are not misleading, but with the huge number of adverts now available online, it’s difficult to monitor them all.

Some influencers have found themselves in trouble for posting adverts too, for example for:

• not making it clear when their posts or content are an advert
• advertising products that are unsuitable for children and young people
• making claims about a product that aren’t true

One way to check how reliable an advert might be is to search the company or product and look at reviews before deciding if you would like to buy.

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I’m seeing adverts that aren’t age-appropriate, what can I do?

Some adverts may be for products or services created for adults or could be inappropriate or offensive. If you see an advert that worries or upsets you:

• talk to a trusted adult about what you saw and how it made you feel
• consider reporting the advert – take a screenshot, screengrab or screen recording and complete the complaint form for the Advertising Standards Authority.

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Can I stop seeing adverts online? 

Lots of websites and apps make their money from advertising, and they can be very difficult to get away from.

Some services will remove adverts if you are willing to pay for a subscription.

You may also be able to change the adverts you are shown. When you see an advert online, some sites ask directly for your feedback. Social media sites often give the option to ‘see fewer ads like this’ or to ‘see more posts from this company’ which can help shape the adverts you see.

You can also choose to see fewer adverts by a specific company or about a certain product by closing the advert. This lets the site know you are not interested in the advert.