Viewpoint
Agnes NairnMarketing at the School of Management, University of Bath.
COMMERCIALISATION OF CHILDHOOD? THE ETHICS OF RESEARCH WITH PRIMARY SCHOOL CHILDREN
The 7–11 market has never been more attractive; British children in this age group are estimated to have a personal disposable income (pocket money, gifts, odd jobs) of around $2.7 billion and their US counterparts $20 billion. They influence family purchases to the tune of £30 billion in the UK and $300 billion in the USA. They love shopping and the vast majority have a TV in their own bedroom where they can receive marketing...