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Children today are exposed to a wider range of influences, cultures and media than any other generation. Banning advertising during children's programming would not insulate children from commercial messages - they would still see products they like advertised in a positive light in shop windows - should this also be restricted?

Understanding the role of advertising and marketing is an essential part of growing up and becoming a citizen in a free market democracy. Children have to develop the ability to make critical comparisons and informed decisions.

The UK advertising industry actively promotes this awareness through the Food Advertising Unit's ParentPower publications and media-literacy initiatives such as Media Smart (www.mediasmart.org.uk).

More on this topic

• 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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