And according to the commercial community itself, they should. This means that everybody in the target group should be able to distinguish easily an advertisement from other media content, and also understand the purpose of it. They should be able to do that in the context where the advertisement generally occurs, for example as part of a TV broadcast. This is so important because it establishes a basic balance of power between the consumer and the advertiser. In other words it establishes the principle of fair play.
Commercial communication is a very special kind of communication.
A business firm commissions a set of very qualified professionals in order to design a message that should promote the commercial interests of the firm. The message is intended to persuade the target person to buy the advertiser's brand of goods instead of that of its competitors. Sceptical adults will know very well that a commercial does not always give the whole picture. If I wish to make an informed decision I need more information. But children below a certain level of maturity cannot tell the difference between TV advertising and other TV programmes.