The FPI's new report, Business Thinks Family, calls for a ban on the'wishlists' on toy manufacturer websites, which allow children to sendrequests for particular toys to their families and friends.
Mary Macleod, chief executive of the FPI, said, 'Parents tell us theyare constantly put under pressure by their own children for the latestmust-have toy or computer games. This can cause family arguments, asparents tell them that they can't have anything they see advertised onTV or online.'
The FPI is calling on businesses to commit to an information programmeto raise awareness among parents and children, adhere to self-regulatorycodes and agree to mark advertisements clearly as promotionalmaterial.
The report, by Dr Agnes Nairn, who also wrote the book Consumer Kids(News 29 January), focuses on the effect on families of internetmarketing, which is less regulated than television advertising and makesno clear distinctions between adverts and editorial content.
The report looks at a marketing on children's internet websites, inparticular those with 'advergames' - video games that advertise aproduct, organisation or viewpoint - such as Stardoll.com and Disney,where the new Little Mermaid DVD is promoted directly above a gamecalled Catfish Club, aimed at children under five.
The report said, 'If children are unable to tell that a business istrying to persuade them to change their mind about a product or service,then they are unable to make a truly informed choice.'
Further information
www.familyandparenting.org
Read the report at www.familyandparenting.org