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The line of argument employed is that if children do not fully understand the persuasive intent of advertising then they are unable to mount a cognitive defence and are therefore at risk of unethical manipulation by advertisers.

Most of the psychological work on advertising to children, has, of course, been conducted in the context of television advertising.

Her research focuses on issues relating to children's marketing and she has published in a wide range of international journals.worked on this paper as part of his dissertation, while studying for a Masters degree at the University of Bath.

Having achieved this he is now a Foundation Professional and works for IBM in sales and marketing.

When we apply these psychological concepts to the fast-moving world of internet advertising, it becomes apparent that children have even less psychological protection from potentially deceptive practice, for the online environment is fundamentally different from television.

Children's exposure to advertising online can be prolonged and continuous rather than episodic and confined to the commercial break, and it can be interactive, engaging and exciting.

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