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With worries for safety outside the home, children's play increasingly takes place within the home . Computer games, television and the internet are today the main sources of children's entertainment. For example, 36% of children aged 0-3 have a TV in their bedrooms rising to 50% of 4-9 year olds and 67% of 10-15 year-olds . Further restrictions on advertising would affect the choice and quality of programming for children, forcing them to watch programmes intended for adults instead.

There is a direct correlation between advertising revenue generated during children's programme hours and expenditure on children's programming. If advertising is banned or restricted, commercial broadcasters would reduce or cease their investment in original programme production. This is borne out in Sweden, where commercial broadcasters do not exceed the five hours a week minimum of children's programming and also ensure they do not exceed the minimum (51%) quota for European-originated programmes.

It is also borne out in Greece, where a ban on toy advertising since 1994 has led to a 40% decline in children's programme investment. Some dedicated children's channels may cease to exist at all. Thus there would be a substantial reduction in the choice and quality of programmes and television channels available to children.  

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• Advertising does not create pester power
• Advertising does not dictate diet

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• 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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