It has been suggested that the self-regulatory codes that exist in Italy are not being adhered to. If that is the case then fix Italy. It does not mean that advertising self-regulation doesn't work, and doesn't support the case for a ban. I do accept the view that children are different from adults. So does the advertising industry and the Codes reflect that fact.
Young people are real consumers and do exercise real consumer choice and preference.
As we heard this morning, they do have rights to information. Independent research provides answers We commissioned some independent research to investigate the relative position of pester power as it exists in Sweden, with its prohibitive regulations on advertising to children, and in Spain, which is probably the most 'liberal' EU Member State on this issue. It showed two things. First it is a much smaller problem than the media and legislators imagine and, secondly, it was marginally more prevalent in Sweden than in Spain. Pestering of parents, and others, is a characteristic of childhood not a consequence of advertising.