Are kids ready for ads in virtual worlds?

ARE KIDS READY FOR ADS IN VIRTUAL WORLDS?
[SOURCE: C-Net|News.com 10/16, AUTHOR: Stefanie Olsen]
Virtual worlds for kids are enjoying a growth spurt in interest and advertising. But that begs the question: are kids ready for such a grown-up reality online? At a recent conference on virtual worlds in San Jose, Calif., executives from some of the industry's biggest sites touted growing audiences of kids, who spend hours a month playing games and socializing. Some of those communities boasted of successful experiments with marketing. For example, preteens are driving virtual Toyota Scions on sites such as Whyville.net and Gaia Online, and they're wearing the latest digital fashions from DKNY at Stardoll.com. Nickelodeon also talked about coming plans to run "immersive" ads in its 3D environment for kids ages 7 to 14. Executives at these companies, and their investors, agree that virtual worlds are engaging enough to children to provide an unprecedented opportunity for marketing. But in a nascent industry with relatively no standards for advertising, media watchdogs, educators and even some gamemakers are worried.
http://www.news.com/Are-kids-ready-for-ads-in-virtual-worlds/2009-1024_3...