As does his belief that the average British child is familiar with up to400 brand names by the time they reach the age of 10.
There are genuine concerns that massive exposure to advertisers'messages makes children discontent, as well as overweight. Ad industryexperts are happy to defend their practices. Freedland quotes one, GregRowland. "The real question," says Rowland, "is why are parents notstrong enough to say no? It's because they feel guilty. Giving in andbuying stuff is the easy way of parenting for 'time-poor' parents."
Follow this. Advertisers spend millions testing, sampling, refining andtargeting in order to make their products irresistible. Parents who playtheir part, and respond as the marketeers intend them to get abused for"easy parenting". That's harsh, and hugely ungrateful.
Register Now to Continue Reading
Thank you for visiting Children & Young People Now and making use of our archive of more than 60,000 expert features, topics hubs, case studies and policy updates. Why not register today and enjoy the following great benefits:
What's Included
-
Free access to 4 subscriber-only articles per month
-
Email newsletter providing advice and guidance across the sector
Already have an account? Sign in here
