Manufacturers advertise their products when they have something new  about which they wish to tell their potential customers.

Advertising allows  toy manufacturers to demonstrate how their product works so that you and your child can make an informed choice whether the toy is suitable and enjoyable. This often helps the decision-making process; without seeing what the toy can do your child may be disappointed when they play with it.

Advertising also allows programme makers to come up with new ideas and innovative programming for children's television. Without the money spent by advertisers many of the shows we grew up with, and our children enjoy today, would not have been made.

We ensure our members adhere to a strict code of conduct on advertising to children (including guidance on all forms of "new media") and we also encourage the Media Smart education programme which encourages children to be media literate.

Media Smart is a non-profit media literacy programme for school children aged 6 to 11 years old, focused on advertising.

Media Smart develops and provides, free of charge and on request, educational materials to primary schools that teach children to think critically about advertising in the context of their daily lives.


In addition the programme has exercises that you can do with your child to encourage them to be aware of advertising and understand the motivation of the advertisers. Visit their website to see how you can work with your child.

Click here for more information on advertising to children, or visit the Toy Library section of the website for the leaflet from the National Toy Council