Plea to ban TV adverts for children

A LEADING children’s charity has called for a ban on television advertising aimed at under-12s after a study revealed that many families feel pressured by a materialistic culture in the UK.

Unicef UK said research showed that children feel trapped in a materialistic culture and don’t spend enough time with their families. The charity said the research provides some insight into the underlying issues behind the English riots.

The study, conducted on 250 children from Spain, Sweden and the UK, found that youngsters’ happiness was dependent on spending time with a stable family and having plenty of things to do, especially outdoors, rather than on owning technology or branded clothes.

The research suggests that parents in the UK lose out on spending time together as a family, due in part to long working hours, and often try to make amends by buying their children gadgets and branded clothes. In contrast, in Spain and Sweden, family time is prioritised and people feel less pressure to own material goods, the study found.

As a result, the charity has asked for the government to consider following the example of Sweden by banning television advertising aimed at children under 12.