Despite children becoming "rapidly trusting" of the content they find online, Ofcom says nearly half (47%) of 12- to-15-year-olds are unaware that vloggers are paid to endorse products or services.
Over recent months, brands such as Britvic and Oreo have had vlogger endorsements banned for not correctly stating they were advertisements. And Ofcom's latest Children and Parents: Media and
Attitudes report calls for "greater transparency" from brands when it comes to marketing to children.
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