Abstract
Describes the new legal and regulatory norms in Spain which aim to protect children from the constant advertising and marketing messages that they are exposed to; these are in line with the Spanish Constitution’s concern for protection of honour, privacy and image, and they recognise that children have a naivety and credulity that must not be exploited. Outlines the specific product areas of protection, which cover tobacco, alcohol, toys, medicines and beauty products, dangerous products, and junk food. Moves onto specific activities like direct marketing, TV and radio, lotteries, games and gambling, pornography and sponsorship; and then to advertising and characters, including cartoons and celebrities. Concludes with restrictions on the advertising of products which involves children as actors: the emphasis here is that children must not be shown in dangerous situations, for instance with toys that are not safe for them at the age level shown.