Gen Alpha Lives Inside Ads: Study Reveals Hidden Risks for Kids 7-15

• A new ASCI study, 'What the Sigma?', reveals Gen Alpha (7-15) lives in a digital ecosystem where content, commerce, and identity are indistinguishable.
• Children struggle to differentiate between entertainment and embedded advertising, like influencer endorsements or in-game branding.
• Algorithms have become the primary influence, shaping children's preferences and behaviors, often beyond adult understanding.
• Gen Alpha views digital spaces as a 'continuous reality,' with smartphones as their primary environment for social interaction and consumption.
• ASCI calls for an ecosystem-wide approach, recommending standardized ad signposting, parental controls, shared accountability, and media literacy in schools.