Advertising directed at children is another problem area. Children are a very important part of most markets. Children spend a lot of money on their own doing their own shopping. Children also initiate and influence purchase decisions of many products to a great extent. This is the reason why children are targeted not only in case of children’s products but also for a wide range of other products.
Children are an impressionable age. The critical faculties of thinking are not developed inchildren. Thus they are vulnerable to advertising – particularly TV advertisements. The glamourand hype on TV attracts the immature minds and children can not make rational buying decisions as they can not distinguish between the boundaries of reality and fantasy in the make believe world of television advertising. Children are mesmerized by the attractive moving images and buy (or force their parents to buy) the products advertised on TV.