Parents concerned about the commercialisation of childhood
Parents remain concerned about the impact advertising and marketing are having, both directly and indirectly, on the lives of children and young people a new report reveals. Research published by Mothers’ Union reveals that despite welcome attention since 2010, four in five (80%) parents in Britain are concerned about the commercialisation of childhood, and a similar proportion (81%) say that the media encourages their children to ask their parents to buy them things that they see advertised, indicating the potential impact of “Pester Power”. The research, which was carried out by ComRes with over 1,000 parents in Great Britain in 2010 and 2013, also demonstrates that the proportion of parents who think advertising that can be seen by children is well regulated has decreased since the charity’s previous research in 2010. Just 30% of parents in Great Britain agree that advertising is well regulated in 2013, compared to two in five (39%) who said this in 2010. Speaking as the research ...