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August 2004

Everybody would agree that children require a certain degree of protection in society. However, the extent to which they should or can be shielded from its commercial aspects is contentious. Children today are exposed to advertising across various media, as well as promotional offers, branded packaging, in-store displays and other sales techniques. Some feel that children need to be protected from the most visible by-product of this commercial world - marketing and advertising.

Research indicates that children are more sophisticated than adults give them credit for, and understand the purpose of advertising from an early age. It is also true that advertising around children's television programmes and in other commercial media is strictly regulated, and that further restrictions on advertising could reduce quality and choice.

More on this topic

• The regulation of advertising to children
• Children’s understanding of advertising
• Media literacy
• Benefits of advertising to children

More briefing papers

• Advertising and diet
• The role of the advertising industry
• International comparison on advertising food to children
• The Regulatory Framework for children's advertising
• What parents and adults think about advertising to children

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