UK: Kids not influenced by ads

Jeffrey Goldstein, psychology professor at the University of Utrecht, addressing a London conference on Marketing to Children, strongly opposed calls to protect children from advertising on the basis that they could not distinguish commercials from other programming and would not understand their intention was to promote products. “Kids choose from among the commercials those that matter to them in some social or personal way. Adults misunderstand how kids subsume messages from the media for their own purposes.”