Abstract
Reports research by ChildWise into how children approach the advertising they encounter; this is the first fully interactive generation, who can process information with ease. Explores their familiarity with the role of advertising in their lives, whether they can recognise advertising messages when they see them, where they find advertising (typically on TV), what is advertised, whether they approve of advertising and think they can rely on it, whether they think that there are rules regarding advertising, what rules they would like to see, which adverts they enjoy, TV adverts for children’s products, which adverts influence them to want to buy or persuade their parents to buy, and how they would design their own advertising campaigns.