Children seen "becoming more materialistic"

By Peter Apps

LONDON (Reuters) - Adults believe children are being damaged by increased commercialisation and a negative media portrayal of their age group, a poll found on this week, but experts believe grown-ups are to blame.

Almost nine in 10 adults thought today's children were becoming more materialistic than previous generations. Some feared excess consumerism would heighten social divisions, the poll published by charity The Children's Society found.

"As adults we have to take responsibility for the current level of marketing to children," the charity's chief executive, Bob Reitemeier, said in a statement.

"To accuse children of being materialistic in such a culture is a cop out. Unless we question our own behaviour as a society we risk creating a generation who are left unfulfilled through chasing unattainable lifestyles."

The poll, of more than 1,000 adults, also found that four in five thought advertising to children around Christmas pressured parents into spending more than they could afford.

This, the poll found, then put families at greater risk of debt and further financial problems.

Six in 10 adults said the government should ban advertising of unhealthy food directly to children. More than two thirds agreed that violent video games made children more aggressive.

Sixty percent said they believed young people's self-esteem was damaged by the media portrayal of their generation, which often centres on antisocial behaviour.