This raises the question of the scope and applicability of the European Convention on Human Rights, Article 10. I will not address that question now but merely acknowledge the difference that surely must be acknowledged between the highly respected principle of freedom of expression in political, religious, scientific and artistic matters and the right of a merchant to promote the sale of certain products. It is sometimes argued that children understand these things much better than their parents think they do. So, goes the argument, as the parents are old-fashioned and uncomfortable with the modern media landscape, it is essential that someone else takes on the burden of introducing children in the modern world of commercial communication. It is true that measuring the awareness of young children is not an exact science.
Children are different and so are social scientists.
But I am convinced that most parents are perfectly well-equipped to judge the needs of their children. They want to take responsibility themselves for bringing up their children. I am also convinced that, if they would have a chance to choose, parents would opt for a television free from advertising targeted at children. At least this appears to be case for Sweden. One last point.