Digital Literacy and Personal Data Protection in Childhood:

Purpose. This study investigates the data-sharing practices of children aged 10 to 14 in Spain during their interactions with brands in online environments. It specifically examines digital literacy on data protection, sharing contexts, and factors influencing understanding and management of personal information. Methodology. To this end, a qualitative study was conducted based on 35 semi-structured interviews. Results. Findings show most children are reluctant to share personal information due to distrust. Some practice selective disclosure when they perceive a brand as trustworthy or the request unavoidable. Their understanding of how personal data is used and their awareness of digital rights remain limited. Although participants identify technological, economic, and personal risks, trust tends to increase when brands appear familiar or professionally designed. Promotional content is often met with scepticism. Parental mediation—particularly among girls—often reinforces control through fear-based messaging. Conclusion. Risk perception shapes children’s data management strategies, but fear-based educational models may limit their autonomy.