A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents

Purpose This study aims to examine young children’s (ages 4 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads influencer marketing. Furthermore, this explores how parental perceptions practices social abilities influence the development of literacy. Design/methodology/approach Semi-structured in-depth interviews were conducted with parents ( N = 35) child(ren) 7, 40). Findings Results revealed preschool children have literacy TV commercials ads, but not These are limited recognition based on perceptual cues a simple understanding selling intent. Children’s evolved according age did relate development. was related media mediation: more restrictive regarding use, less appeared have. No moral reflections found among children. Originality/value fills significant gaps in literature advertising. It conducts qualitative investigation into digital formats (pre-roll marketing) they differ from traditional (TV commercials). it takes both influences developmental variables account.