Abstract
Indicates some problems facing marketers in the Netherlands, especially the recently proposed ban on advertising to children on public television; this came from the Secretary of State for Media Affairs, and reflects the amount of debate on child obesity since the 2003 report of the National Health Council. Introduces the Reklame Rakkers media literacy programme: this forms a unique alliance between the government, media, consumer organisations, industry and advertising agencies. Reports its research among children and parents into the level of media and commercial skills of four to 12 year olds; this covered awareness of the commercial environment, and recognising, understanding and appraising advertising. Outlines the interactive school package that Foundation Reklame Rakkers has developed as a result of the research; there is also education material for parents and an information campaign. Concludes with the Youth Advertising Code and Children’s Advertising Guide produced by Reklame Rakkers and the Dutch Advertising Code Association.