Nursery World - Restrict online marketing, says family body

Children as young as three who use the internet are in danger of being targeted by advertisements trying to sell them something, making them more materialistic and causing disruption to family or peer relationships, claims the Family and Parenting Institute.

The FPI's new report, Business Thinks Family, calls for a ban on the'wishlists' on toy manufacturer websites, which allow children to sendrequests for particular toys to their families and friends.

Mary Macleod, chief executive of the FPI, said, 'Parents tell us theyare constantly put under pressure by their own children for the latestmust-have toy or computer games. This can cause family arguments, asparents tell them that they can't have anything they see advertised onTV or online.'

The FPI is calling on businesses to commit to an information programmeto raise awareness among parents and children, adhere to self-regulatorycodes and agree to mark advertisements clearly as promotionalmaterial.

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