After Yahoo was recently sued by the parents of a boy who said his picture was posted by a pedophile in a user-run Yahoo chatroom, some advertisers have grown wary of advertising on consumer-controlled sites such as blogs and chatrooms, according to AdAge (via MediaBuyerPlanner). Pornography and R-rated language are one fear, but there's also a concern that consumers may simply post negative comments about a marketer's brand, which could get linked across the internet.

In spite of the coveted demographics that blogs and chatrooms often reach, it may not be worth the risk, some believe.

Blogs are more predictable than chatrooms and can be monitored more easily, says Scott Rafer, CEO of Feedster. He recommends that advertisers choose blogs that have only 1-3 authors.

Another approach is to buy media only on chaperoned sites. Children's entertainment site Kaboose.com hires 150 to 200 parent chaperones to lurk behind the scenes of its 20 chat rooms in its Zeeks section, to read each message as it is posted. The site has 150 advertisers, and 95 percent of its revenue comes from Fortune 500 brands, said Kaboose president Jonathan Graff.