More than 80% of 11- to 15-year-olds lie about their age in order to access social media sites such as Facebook, with about 40% claiming to be 18 or older, according to a study by the U.K. advertising watchdog. That suggests that marketers and the networks themselves should be doing more to implement effective "age-gating" strategies, says Advertising Standards Authority CEO Guy Parker. "If advertisers and social media companies know that children say they're older than they are, don't they have a crucial part to play?" Parker says.

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