Youth marketing is controversial because children are unaware that they are intentionally being targeted by company advertisers to ensure brand awareness, establish positive attitudes and encourage brand endorsement. Exposure of online advertising to the youth demographic has the ability to shape children's attitudes, cognitions and behaviour, which concerns parents because they want to be able to influence their children's buying decision, and the products and brands exposed to their children. Besides shaping children's attitudes and behaviour, parents are apprehensive about who their children talk to online, the personal information that they share and being exposed to inappropriate content.