Gutiérrez Jauregi, AlaitzAramendia Muneta, María ElenaAlarcón López, Rocío2024-12-102024-12-102025Gutiérrez-Jauregi, A., Aramendia-Muneta, M. E., Alarcón-López, R. (2025). Perception of technology use, online safety, and advertising among minors. In Darwish, D., Charan K (Eds.), Analyzing Privacy and Security Difficulties in Social Media: New Challenges and Solutions (pp. 263-294). IGI Global. https://doi.org/10.4018/979-8-3693-9491-5.ch012.979-8-3693-9491-510.4018/979-8-3693-9491-5.ch012https://academica-e.unavarra.es/handle/2454/52675The spread of communication technology has transformed socialization, with Spain consistently exceeding the European average in internet access¿Navarra notably leads in connectivity. However, excessive internet use, particularly among youth, poses challenges. Responsibility for minors' tech use extends beyond parents to society and institutions. This study uses quantitative research on a representative sample of minors, analysing both perceived and actual usage, and the role of social agents in shaping internet habits and safety perceptions. Results highlight the importance of social context in digital habits, revealing links between safety perceptions, parental control, and technology norms. The study also explores perceptions of online advertising, emphasizing the need to raise privacy awareness and regulate ads targeting minors, offering insights into youth digital consumption challenges.application/pdfeng© 2025, IGI Global Scientific Publishing. Copying or distributing in print or electronic forms without written permission of IGI Global Scientific Publishing is prohibitedCommunicationDigital consumptionDigital literacySocial agentsInternet useOnline advertisingSocial mediaTechnologyinfo:eu-repo/semantics/bookPart2024-12-10info:eu-repo/semantics/openAccess