Almost half (49 per cent) of adults believe that tailoring marketing content to children should be allowed, according to research.

The poll of more than 1,500 parents and children by YouGov's SixthSense division found, however, that only 21 per cent accepted advertising as long as they weren't promoting unhealthy foods.

Just over a third (39 per cent) believe that youngsters need to learn what advertising is.

Children can be a key demographic for businesses aiming to offer promotional items in order to increase brand awareness.

The eight to 16-year-olds polled were highly aware of the purpose of advertising with 92 per cent stating they understood fully.

YouGov SixthSense research director James McCoy said the fact that a large number of children are already aware of advertising, suggests that adults cannot control the influence ads have on youngsters.

He added: “Advertising is a major part of everyone's lives, both adults and children and its influence cannot be underestimated.”

Half of adults reject marketing to kids, Marketing Week

Posted by Rob McCrink