British Children Said to 'Feel Abused' by Advertisers

12 July 2005

Much market research, aver cynics, is conducted on the premise that the results precede the fieldwork.

Such deplorable distrust is not, of course, applicable to the latest study by Britain's National Consumer Council, which surveyed 1,000 children aged between ten and nineteen - a demographic segment said to be worth around £30 billion ($52.08bn; €43.64bn) annually.

It reports that young people find companies' unrelenting selling efforts and methodology both intrusive and inappropriate. Some brands, kids complain, resort to selling methods of selling that made them feel uncomfortable, pressurised and stressed.

Says NCC ceo Ed Mayo: "Most parents would be shocked to learn the full scale and sophistication of today's marketing to children, but our research has shown that children too have real concerns.

"Young people themselves also have many of the answers. They have drawn up their own four-point Children's Agenda on Consumer Life which will help them shape their consumer environment and negotiate the commercial world."

Data sourced from; additional content by WARC staff