Prakasit WannapaschaiyongKamolchanok SaleepatcharapornPat Rojmahamongkol2025-05-132025-05-132025-05-132025Ramathibodi Medical Journal. Vol. 48, No. 1 (Jan - Mar 2025), e2715810125-3611 (Print)2651-0561 (Online)https://repository.li.mahidol.ac.th/handle/20.500.14594/110063Background:Early primary school children (ages 6-8 years) often struggle to recognize advertising content and understand its persuasive intent, particularly in digital media. With increasing exposure to sponsored content on platforms, such as YouTube, there is a critical need for effective methods to enhance children’s advertising literacy. Objective: To evaluate the impact of child-specific advertising disclosure on advertising literacy among children aged 6 to 8 years. Methods: This pilot randomized controlled trial, 43 primary school children in Thailand were randomly assigned to control or intervention groups. The intervention group viewed a 10-second disclosure stating, “This person received money to use the product in this content,” before watching a mock YouTube unboxing video. Advertising literacy was assessed via questionnaires at baseline, immediately postintervention, and at 3-month follow-up. Results: Among 43 participants (51.6% female, mean age 7.31 years), the control group demonstrated a significant decrease in overall advertising literacy scores from pretest to posttest (P = .049), driven by reduced brand recognition, source recognition, and understanding of selling intent. In contrast, the intervention group maintained their advertising literacy (P = .110), with a stable understanding of persuasive intent and a trend toward improved understanding of selling intent. Scores remained consistent from the posttest to 3-month follow-up in both groups. Conclusions: Child-inspired advertising disclosure prevented a decline in advertising literacy, particularly for persuasive and selling intent components. These findings suggest that customized disclosures may enhance young children’s recognition of advertising commercial motives.application/pdfengผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้าSponsored marketingAdvertising disclosureAdvertising literacyChildrenPrimary schoolOriginal ArticleDepartment of Pediatrics Faculty of Medicine Siriraj Hospital Mahidol University,