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This book explores the complex relationship between children, visual consumption, and advertising in contemporary Sweden. It examines how children are perceived both as autonomous social actors with rights and as a group in need of protection. The tension between these views is particularly evident in the realm of consumption, where children are targeted as consumers yet also shielded from certain influences. The book delves into public debates on the impact of advertising on children, the regulation of child-directed marketing, and the societal perceptions of children's roles. It aims to provide a critical analysis of the visual and regulatory landscapes that shape children's interactions with consumer culture. The book is intended for scholars and students interested in childhood studies, consumer culture, and media studies.

Advertising and children. --- Mass media and children.