We believe children should be free to develop at their own pace, to learn to navigate the adult world and achieve an understanding of their own worth free from undue commercial pressure.
A growing body of evidence is linking our increasingly materialistic consumer society to problems with low self esteem, depression and other mental health issues among young people. The more difficult a child's family and economic circumstances the more vulnerable it appears they are to the worst psychological effects of advertising.
Advertisers should target parents and not young children.
- The UK Government
We want an immediate end to all advertising aimed at children under 11.
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