"Commercialisation of childhood" a myth say advertisers

Over the last 15 years there has been a decline in materialism, an improvement of relations with family members and an increase in self-esteem amongst young people, according to the Advertising Association report, Children's Wellbeing in a Commercial World.

During this period, young people's fundamental values - such as the importance of friendship and leading a healthy life - have remained constant. The report says there has been a decline in numbers of children who "like to keep up with the latest fashions", who "prefer to buy things friends would approve of, such as branded clothing with logos".

A separate Advertising Association survey of 11- to 15-year-olds argued products like MP3 players and mobile phones were regarded as less important sources of wellbeing than, for example, "keeping in touch with friends" or "being independent and following my own interests".

The research is at odds with US studies that suggest merchandising and advertising images can lead to depression, anxiety and low self-esteem. According to UK government data, children see around 10,000 TV adverts a year and can recognise 400 brands by the age of 10.

Baroness Peta Buscombe, chief executive of the Advertising Association, said: "[This report] explodes the myths of emotive sloganeering such as ‘toxic childhood' and ‘commercialisation of childhood'".