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Children as Consumers Against this backdrop, the concerns of parents and others we heard from during this Review included:
 * social pressures on parents, peer pressure and 'pester power', as well as the volume of advertising and marketing;
 * the effectiveness of current advertising regulation;
 * inappropriate advertising aimed at (or seen by) children; and
 * 'new' marketing techniques (especially those that use new technology).

However, some of this pressure is felt by children and parents more indirectly in the form of social pressure to conform to certain norms. Alongside factors such as value for money, educational qualities, and the longer—term potential for enjoyment and use of particular products, previous research (Phoenix, 2011), our Call for Evidence and our qualitative 55