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Social media users have increased to 3.5 billion including children users. Social media affects children as well. Although children's rights are protected by United Nations Convention, and advertising addressing children is not ethical, the embedded, integrated advertising in social media is more difficult for children due to their lack of advertising literacy because it is much easier to differentiate advertising in traditional methods compared to digital advertising via social media, where social media integrated advertising is used. This study aims to clarify social media and ethics concepts and how social media advertisements affect children in the digital era.