This is clearly subjective and can lead to animosity amongst co-workers. Of course, credit fraud was soon to follow. However, regardless of the security issues, purchases are up. One way to disrupt this vote of confidence that retailers have acquired, is to wrongfully target kids. The main focus of these guidelines are to protect children from being targeted and manipulated by the crafty marketing techniques of advertisers.
Big business wants big money, and children represent big money to Big business.
It is the unscrupulous marketers that make me support the idea of strict marketing guidelines for children. This approach certainly gives a personal touch and would be quite captivating to a child.