A CHILDREN'S charity has called for a ban on "ruthless and exploitative" advertising directed at youngsters.
A poll by The Children's Society found that almost 89 per cent of adults believe children are more materialistic than in previous generations.
Doctors are concerned that children's preoccupation with the latest trends could lead to mental-healt
h problems.
The report, Good Childhood, which accompanied the poll, found advertising to children "was ruthless and exploitative and (children] should not be viewed as small consumers, particularly younger children with 'impressionable minds'".
Bob Reitemeier, chief executive of the charity, said: "If an advert is described as ruthless it is clearly inappropriate and raises questions about how we value children. These ads should be banned.
"There is sophisticated targeting towards children. Children purchase or have an important influence on purchases worth £30 billion a year."
Rowan Williams, the Archbishop of Canterbury and patron of the inquiry, said: "Children should be encouraged to value themselves for who they are rather than what they own.
"The selling of lifestyles to children creates a culture of material competitiveness and promotes acquisitive individualism at the expense of the principles of community and co-operation."
Meanwhile, Philip Graham, emeritus professor of child psychiatry at the Institute of Child Health, London, said: "One factor that may be leading to rising mental-health problems is the increasing degree to which children and young people are preoccupied with possessions."
