Explores the attitudes of Italian children to money, with reference to US research which indicates a significant difference between boys and girls. Tests five hypotheses relating to gender differences in respect to money: boys are more positive in their attitudes to it, girls would be...

Outlines the legislation in Italy covering advertising to children, who are regarded as the most vulnerable among consumers. Relates Italy’s legislative policy to its membership of the European Union and therefore to Community law. Describes the self‐regulation regime as administered by the...

Purpose – This article seeks to make a critical contribution to the contemporary debate on the active role of children as consumers, exploring the different meanings children confer on consumer goods and spaces in retail settings. Design/methodology/approach – A total of 60 children were...