This study’s findings clearly indicate that scepticism has a significant influence on children’s responses to online advertising. Scepticism and persuasion knowledge increase as a result of both cognitive developmental and social developmental stage changes (Ward et al. 1977; Boush et al. 1994; John 1999), as well as media encounters, marketplace experiences and interactions with various socialisation agents including parents (Friestad & Wright 1994; Obermiller & Spangenberg 1998