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  Two trends of Internet usage direct this study.One is that a large Chinese children population begin to access to the Internet.A recent survey indicates that about 13 million Chinese children (6-12-year olds) are online now.Many websites specifically target children with educational or entertainment content,and mainstream websites often have specific children sections.The other trend is that the Internet websites represent an important marketing venue for advertisers.Online advertising activities grow rapidly since 1994 and digital marketing now is an integral part of the global advertising market.Accordingly,it is interesting to know whether the Chinese children become the target of online advertising particularly on the popular children s websites.Children are believed to be particularly vulnerable to online advertising because they possess less world knowledge and less cognitive capability than adults.If the Chinese children websites are NOT free of advertisements,whether design and exposure of the marketing information address the children s needs and rights deserve special attention from media practitioners and scholars.This paper content analyzed 113 popular Chinese children s websites and assessed structural features of 500 advertisements placed on popular children s websites.Results will contribute to our knowledge about the advertising practices and potential problems on Chinese children s websites.Implications will be discussed at the end.……   
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