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Children enjoy and remember advertisements but this does not necessarily mean that they have an impact on their behaviour. One of children's favourite advertisements is Andrex (because of the puppy), but they are users, not buyers.

Research conducted by Dr Brian Young has shown that children do understand the difference between advertising and editorial or programme content from the age of 3.

From around the age of 5 children begin to also understand the commercial intent of advertising - i.e. that it is trying to sell you something.

By the age of 7 or 8 most children are fully aware of the persuasive nature of advertising and have an understanding of it.

Full understanding increases with age, but before they are acting independently as purchasers, they comprehend that advertising is there to sell to them. It is unclear however, how this recognition of advertising and its intent affect a child's behaviour, requests or consumption of the product. Research conducted by the broadcast advertising regulator, Ofcom, in 2004 raises this important question.

More on this topic

• 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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