Research into the lives of children -- those small people often seen propped up in front of screens in homes while eating pasta with their hands and feet -- has found that they're surprisingly unaware of the differences between adverts and editorial content, with some unrefined youngsters thinking that everything put on the internet is true.
Proving that children are guilty of being overly trusting in grownups in charge of media and also unaware of how Google makes its money, UK communications watchdog Ofcom says: "One in five online 12-15s believe information returned by a search engine such as Google or Bing must be true, yet only a third of 12-15s are able to identify paid-for adverts in these results."
And pity the 8 per cent of kids between 8 and 15 who thought that things they see online are "all true." How their little worlds are about to come crashing down.
You can't really blame the kids, though. Ofcom's data says that only 52 per cent of the 12-15s it asked are aware that YouTubers make money from advertising, with a similar percentage unaware that some vloggers might be screaming out their enthusiasm for something they've been paid to promote.
When the entire world is geared around tricking children into engaging with adverts and becoming lifelong brand advocates, it's not their fault. Plus they're only young. They've never suffered the relentless pain of trying to monetise a sodding blog. [Ofcom]