According to a 2004 study by the American Psychological Association, USD12 billion is spent each year on advertising messages geared directly to children and teens. Is it ethical to market to kids? Does advertising manipulate children? From the halls of Congress to marketing conferences, this contentious issue ignites discussions. Sorting out responsible marketing from what is inappropriate to children at different ages can be a mind-boggling task. Now two leading experts on marketing to children and youth product and program development, share their research, defining what is responsible advertising and marketing - and what is (and who is being) irresponsible. They bolster their case by outlining the psychological, sociological, and neurological dynamics of children, tweens, and teens. Most important, they provide age-appropriate guidelines and prescriptions about how to improve. The messages are coming at kids from all directions, with 20 categories of products and programs that can market irresponsibly to children. From toys, foods, clothing, sports equipment, electronics, TV, film, and the Internet, there seems to be no kid-safe space. their subconscious minds. Key issues that parents and childcare givers must now consider include: 12 brain-based learning principles that guide the development of our youth today; Risks of underestimating the negative impact of violence for the most impressionable early years of a child's development; How decision making during ages 8-12 results in pivotal self-esteem formation; How violence, sexuality, and substance experimentation lure teens of all ages; Developmental challenges and vulnerabilities of older teens; Filled with examples of offending products and programs, as well as healthy alternatives that parents can refer to, the book concludes with a detailed chapter outlining what needs to happen to improve the situation for children. Parents, teachers, product manufacturers, program producers, marketers, broadcasters, retailers, even legislators, will welcome these research-based recommendations, organized by product categories.