Why This Conversation Matters
Children see hundreds of online ads every week — on YouTube, in games, on social media and even in search results. Many of these ads promote brands they have never heard of, from flashy gadget sellers to unfamiliar toy companies. Without guidance, kids can struggle to tell the difference between genuine recommendations and paid promotions. In the UK, research from Ofcom shows that children as young as five are regularly exposed to online advertising, yet most cannot reliably identify it. That gap leaves them vulnerable to impulse buying, scams and pressure to share personal data.
Talking about online ads and unfamiliar brands is not about making children cynical. It is about giving them the tools to think critically, ask questions and stay safe. The earlier you start, the more natural these conversations become.
Start With What They Already See
Begin by asking your child what ads they have noticed recently. Maybe a pop-up appeared during a game, or a favourite YouTuber mentioned a new app. Let them describe it without judgement. Then explain, in simple terms, how online advertising works: companies pay to show their products to people who might buy them. Some ads are obvious, but others are designed to look like normal content, which is why they can be confusing.
Use everyday moments to point out ads — on the bus, on a website, or during a video. Ask: “Who do you think paid for this? What are they trying to get you to do?” This builds a habit of noticing rather than absorbing.
Teach the Difference Between a Brand and a Stranger
Unfamiliar brands are not automatically bad, but they do require extra caution. Explain that a brand is just a company’s name and logo. Some are well-known and trusted because they have been around a long time. Others are new and have no track record. When a child sees an ad for a brand they do not recognise, they should pause and ask: “Do I know anyone who has used this? Does the website look professional? Are there real reviews?”
It also helps to talk about the difference between a brand and a stranger online. A brand might have a friendly mascot or a chatty social media account, but that does not make it a friend. Children should never share personal details, photos or payment information with any brand without a parent’s help.
When a curious child asks about a strange name such as gamblezen, a calm and honest conversation works better than avoidance.
Use a Simple Checklist for Spotting Dodgy Ads
Give your child a mental checklist they can run through whenever an ad catches their eye. Practise it together with real examples. Here is a version you can print or save on a phone:
- Who made it? Can you find a real company name, address or contact details?
- What is the rush? Phrases like “only 5 left” or “today only” are designed to pressure you.
- What do they want? Are they asking for money, clicks, downloads or your personal information?
- Does it look too good? Free gifts, huge discounts and miracle products are common scam tactics.
- What do others say? Check reviews on independent sites, not just the brand’s own page.
- How does it make you feel? If an ad makes you excited, scared or rushed, that is a sign to slow down.
Run through this list whenever your child wants to click, buy or sign up for something. Over time, it becomes second nature.
Set Family Rules for Clicking and Buying
Clear boundaries reduce conflict and keep children safer. Agree on rules such as: no clicking on pop-up ads; no downloading apps without asking; no entering email addresses or passwords on unfamiliar sites; and no in-game purchases without a parent present. For younger children, use parental controls and ad blockers where possible. For older children, focus on open communication — they are more likely to come to you if they know they will not be scolded for asking.
It also helps to model good behaviour. Narrate your own choices: “I am not going to buy from that website because I have never heard of them and there is no way to contact them.” Children learn far more from what we do than what we say.
Keep the Conversation Going
Online advertising changes constantly, so one talk is not enough. Check in every few weeks. Ask what new ads or brands your child has seen. Share news stories about scams in an age-appropriate way. Praise them when they spot something suspicious or ask a thoughtful question. The goal is not to make them afraid of the internet, but to help them navigate it with confidence and common sense.
By treating ads and unfamiliar brands as a normal topic of conversation, you give your child a lifelong skill: the ability to pause, question and choose wisely.
