ads might result in harm to children physically, mentally or morally' and on ads employing methods that 'take advantage of the natural credulity and sense of loyalty of children'. Nor may advertisements 'exhort children to purchase or to ask their parents or others to make enquiries or purchases'.
Children's reactions to advertisement can be very different from grown-ups. If adults see a product advertised and don't find it when they go shopping they forget about it. As children develop the ability to recognise and understand ads and their purpose they start making demands. If these demands are not fulfilled they might start screaming or throwing themselves to the floor. It is difficult to explain to young children the reasons why they cannot have everything which - according to advertising - is for them'.
Thus we have a situation where the need for regulation and the danger of the imitative aspect of advertising to children is generally acknowledged, but where regulations are rarely fully enforced