After a study revealed that many families feel pressured by the country's materialistic culture, a leading children's charity has asked the UK Government to ban television advertising aimed at under-12s.
Unicef UK called for the move after research has shown that children feel trapped in a materialistic culture and do not spend enough time with their families, the Telegraph reported.
The study, conducted on 250 children from Spain, Sweden and the UK, found that youngsters' happiness was dependent on spending time with a stable family and having plenty of things to do, especially outdoors, rather than on owning technology or branded clothes.
But despite this, parents in the UK said they felt tremendous pressure from society to buy material goods for their children, a Unicef UK spokesman said.
The pressure was felt most acutely in low-income homes, he added.
The research suggested that parents in the UK spend less time with their kids because long working hours, and often try to make amends by buying their children gadgets and branded clothes.
In contrast, in Spain and Sweden, family time is prioritised and people feel less pressure to own material goods, the study found.
As a result, the charity has asked for the Government to consider following the example of Sweden by banning television advertising aimed at children under-12.