Young asked about commercialism

The study will look at positive as well as negative influences

Children and parents are being asked their opinions on the impact of commercialisation on childhood.

A panel of academic experts has been convened to advise ministers in England as part of their Children's Plan, and is due to report next year.

They will be collating the results of existing research on the issue.

But they also want to hear from those most directly affected by such things as advertising, the entertainment media, websites and sponsorship.

The work is being led by Prof David Buckingham of the Institute of Education, London University, who is founder and director of the Centre for the Study of Children, Youth and Media.

He said there was growing concern about the influence of commercial forces on contemporary childhood.

Worry

"We are intending to look at the positive aspects of children's involvement with the commercial world, as well as the negatives; and at how children and parents are learning to deal with commercial pressures," Prof Buckingham said.

A recent poll carried out for the Children's Society suggested that most adults in the UK did believe that children's well-being was being damaged because childhood had become too commercial.

Children's Secretary Ed Balls said: "As parents we all worry about new influences, and feel pressure to buy the latest toys for our children.

"I want to know if advertising and shopping, and other influences such as media and entertainment, marketing and promotion, commercial websites, and sponsored events are affecting our children's lives in any way.

"I want to know what these things are telling young people about how to behave, what to believe, and what kind of person to become."