Children's Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness

There is a rising concern among parents that mobile advertisements may contain violent and sexual content even when the app itself is safe for children. Because mobile advertisements are not controlled by the content rating of apps, unexpected objectionable contents may occur and be harmful to children's mental health. This study is the first to explore the content appropriateness of the in-app advertisements on mobile devices from children's...