The decision by BT’s digital TV service BT Vision to keep its children’s channels ad free has been backed by new research that reveals a majority of parents want ads banned from children’s TV programming altogether.

The survey, commissioned by BT Vision, found that three quarters of parents questioned want advertising around children’s TV programmes banned. Parents are concerned that TV advertisements are turning their children into cynical consumers and relentlessly driving youngsters’ desires for the latest ‘must-have’ brands. Although around half of the parents questioned believed their children didn’t watch too much TV, 76 per cent of parents named TV as the main medium though which their children were exposed to adverts.

Results revealed that 42 per cent of parents were worried their children were being exposed to advertising which generates pestering and over half (58%) admitted they had been pressured into buying items their children had seen on TV.

Dan Marks, CEO of BT Vision said: “It’s important that children are able to enjoy their favourite programmes without parents having to worry about them being over-exposed to advertising. Parents can be responsible about how much TV their children watch, but it’s much harder for them to control children’s exposure to advertising. That’s why BT Vision carries no advertising in its on-demand children’s TV programming.”

Over the recent summer holidays 55% of British kids spent 3-6 hours a day in front of the box, with a further 5% spending 7+ hours or the equivalent of 294 hours watching TV over the break. BT Vision’s research also showed that the majority of parents believed that responsibility for monitoring children’s exposure to advertising lay with TV companies.

Child psychologist Dr Pat Spungin added: “A moderate amount of TV viewing is certainly not harmful for children and can act as a useful reward for good behaviour. It is up to parents to establish what is reasonable viewing time and monitor it. Children are impressionable and hence susceptible to advertising, I think the TV companies should take a responsible approach to advertising during programmes that are popular with children. On their part, parents who talk to their children about advertising can help them become more ‘media savvy.’”

BT Vision’s Kids pack offers 600 hours of programming all available on demand and free from advertising from children’s channel brands including Nickelodeon, National Geographic Junior, Cartoon Network, Jetix and Baby. BT Vision also offers parents the security of being able to set a PIN for all On Demand viewing. For more information go to