A study released today by Consumer Reports Webwatch and Mediatech Foundation says kids' sites like Club Penguin, Webkinz, and others may have negative effects on kids because of their powerful marketing techniques. The study also suggests that the marketing should be more transparent for parents. It should be no surprise, but these site heavily emphasize consumerism. Their goal, after all, is to make money.

The study makes several recommendations to parents, which can be summarized in one sentence: be involved in your child's media consumption. Know what your child signs up for, and participate with the child so you know what s/he is being exposed to.

"We believe parents need a more complete picture of the Web sites where their young children are spending an increasing amount of time," said Beau Brendler, director of Consumer Reports WebWatch. "One test family spent $1,316 in a year on stuffed animals on a single site. Some sites play for profit on a child's emotions to the degree we saw begging, tantrums and even tears in the videos."

This reporter believes parents can't let these sites babysit their kids.