Marketing to children: understanding media literacy, consumption habits and attitudes to privacy

This event report looks at a range of issues marketers need to consider when marketing to children.

Marketing to children: understanding media literacy, consumption habits and self-image

Lena RolandWarc

The importance of children's ability to apply critical thinking and their awareness of commercial intent, especially in the advergaming sphere, were among the themes explored at Kids and Youth Research: Understanding and Engaging Generation Z, an event held by the Market Research Society (MRS) in London in January 2015.

Dr Barbie Clarke, founder of Family, Kids & Youth, a market and social research agency, set the scene by describing marketing to children and researching children as a "contentious issue". So much so that it has created...

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