Furthermore, these product preferences can affect children’s product purchase requests, which can put pressure on parents’ purchasing decisions and instigate parent-child conflicts when parents deny their children’s requests there are concerns regarding certain commercial campaigns primarily targeting adults that pose risks for child-viewers. “For example, beer ads are commonly shown during sports events and seen by millions of children, creating both brand familiarity and more positive attitudes toward drinking in children as young as 9-10 years of age.