The Commericialisation of Childhood

The children's commercial market is already large, is continuing to grow and is becoming increasingly sophisticated in its activities, in particular through new media. This trend seems set to continue;

The children's market does not exist in isolation. Notwithstanding considerable social change in recent decades, parents continue to play the pivotal role in how children are affected by the market, although peers also have a considerable influence, especially as children grow into adolescence;

So far as the impact of the commercial world on children is concerned the evidence shows a complex picture from which it is not possible to draw simple conclusions about cause or effect. The evidence does not validate either the notion that commercialisation is creating a 'toxic childhood', nor the notion that children are highly sophisticated consumers able to navigate with ease through a benign market;

Children are also increasingly aware of commercial forces in public places and in schools, and there is significant commercial activity going on within schools.