David Buckingham, professor of education at London University, will chair a panel of experts who will look at whether commercial influences affect children.
Children' Secretary Ed Balls said: "I want to know if advertising and shopping, and other influences such as media and entertainment, marketing and promotion, commercial websites, and sponsored events are affecting our children's lives in any way."
The panel is asking children, young people, and their parents to give evidence to the inquiry.
The Children's Society charity is carrying out an investigation into the state of childhood, and welcomed the announcement.
Its chief executive, Bob Reitemeier, said: "Children have told our inquiry that they feel under pressure to keep up with the latest trends, and parents and professionals have expressed concerns that increasing commercialisation is damaging children's wellbeing."
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