Over 95% of kids have pestered their parents for a product promoted on TV, according to a new survey by www.raisingkids.co.uk.

But only 12 % of mums and dads think advertising to children should be banned and 30% think ads are a valuable way of teaching children about marketing.

Most parents are no strangers to 'pester power' - 71% of parents polled are familiar with the term. Toys and games are the leading 'pester products' with 83% of parents being nagged to buy them, particularly in the run-up to Christmas.

Snacks (68%) are a close second, and around 30% of kids pester parents for entertainment in the form of movies, days out and restaurant treats. Parents are surprisingly tolerant of being pressured by their kids. 9% of parents actively like seeing what their children are being encouraged to want, as it makes them more aware of what to buy for them, and the majority of parents see advertising as a useful tool for teaching children the difference between desirable and necessary.

'I think it is down to parents to ensure their kids realise that just because something is available doesn't mean they can have it, ' commented one parent.

Another mum remarked 'I think marketing to children is OK as long as parents help children understand that they can't have everything they want. Life is full of disapointments as well as the good stuff. Teach them there is a balance and it stops them being spoiled.'

Child psychologist and parenting expert, Dr Pat Spungin, of www.raisingkids.co.uk adds: 'Advertising to children clearly works but a significant minority of parents object to it. It's important not to alienate mums and dads, and marketeers should remember that parents control the purse strings!'

'Advertising is such a huge part of our lives that it's inevitable that children will have to learn how to handle it sooner or later. Today's parents are the first generation that grew up with TV advertising, and this media-literate generation think that passing on media-awareness to their children is important.'

Research Method: Online survey hosted on www.raisingkids.co.uk, the UK's premier parenting site. 525 parents responded.

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