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Children as Consumers

"Whilst talking about this to parents, many have said they buy things in order for their children not to feel left out. I feel that many parents would like to know what other parents do in these situations."

"I do often check in with other parents as to what they are being asked for and what boundaries they are willing to enforce."

"You have a choice as a parent, as an adult. If you don't like it, don't let them (have it)."

Parents, Call for Evidence response

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However, they also feel that this would be easier if businesses were more responsible towards children and more parent—friendly to begin with.These feelings find an organised expression in campaigns such as the Bye Buy Childhood (Mothers' Union, 2010), Let Girls Be Girls (Mumsnet(2)) and others, but were also brought out by parents’ evidence for this Review.

"I am still old fashioned enough to think that the primary responsibility for the actual purchases remains with the parents who can just say no. But others can make the pester power less powerful."

Parent, Call for Evidence response

"The advertisers say they don't target children, but they do."

Parents, Review qualitative research

"Parents do say no. They say no, you can't stay up late. No, you can't eat pudding before your main course. No, you can't have a dog. Setting boundaries is what parents do. It's tough sometimes... and I need to ask if the advertising industry are comfortable spending millions of pounds targeting children direct and then saying it's down to mum and dad to stand up to them?"

Parent, quoted in Keep, 2004

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