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CHILD AND CONSUMERISM is an Alana Institute program created to increase awareness of the impacts and damage caused by children’s commercial exploitation in Brazil and around the world, especially through advertising and marketing aimed at children in every kind of media, including the digital environment, as well as in public and private spaces.

Since 2006, we’ve been fostering a debate on the issue and fighting for the enforcement of children’s and consumer’s rights, notably through advocacy, including legal actions, policy monitoring, campaigns, studies and communication, as well as cooperating with companies to steer their internal policies towards more ethical and fair marketing strategies, and limiting their ads to an adult audience.



One of our goals is to increase awareness and engage civil society, businesses and governments on their responsibility to protect children from commercial exploitation. We’ve been doing this by developing innovative studies and documentaries, promoting community engagement and campaigns against companies that direct their advertising to children, as well as digital communications and capacity-building for a commercial-free childhood.


We’ve made history by closely following new legislative bills, participating in public hearings and engaging with public authorities in Brazil and around the world through international organizations (especially the UN system) to increase protections for children. In 2014, we were directly involved in the discussions on the Resolution of the National Council for the Rights of Children and Adolescents that details the concept of advertising to children.


We believe companies and the marketing industry are capable of making important changes in order to protect children, and that’s why we’ve always established a dialogue with corporations. One example is Coca-Cola’s global policy change, which was made public after our documentary Way Beyond Weight (2012).  Mars is another big corporation that has also stated a public commitment to stop targeting kids with ads.



We monitor, report and use legal means to get businesses to stop targeting kids with advertising in all its forms, employing litigation and engagement towards public commitments, helping guarantee commercial-free play, education, leisure, social equality and health.


The digital world has increased the challenge of protecting kids from commercial exploitation. We work to assure their interactions with technologies and the digital environment is safe and beneficial, advocating for the adoption of a children’s rights-by-design standard in digital platforms, Artificial Intelligence and connected toys, among other issues.


A consumerist culture directly impacts the environment, bringing drastic consequences to our children’s habits and their future. We discuss and advocate on the issues of climate change, sustainable production and consumption, circular economy for the plastic toys industry, and against consumerist-oriented urban spaces.


Schools play an important role in children’s development, offering a space for influence from teachers and classmates, but they also attract the attention of businesses. We advocate for commercial-free schools and ethical educational platforms and technologies that respect children’s rights.


Advertising to kids is unethical and abusive, and is therefore violent in its essence. In addition, it contributes to worsen social inequalities through consumerist pressures over low income families. We promote studies and discussions around these issues.


Child obesity and other health issues are directly linked to advertising by unhealthy food companies. We advocate and develop studies and communication materials to expose this connection, as well as to persuade this industry to reconsider their advertising strategies towards kids.

"If you don't interfere, every child is questioning, creative and transformative. A child does not need help to be like this; they need help to not stop being that way"

Ana Lucia Villela, Alana Institute president and founder of the Child and Consumerism program

"When you see an image that illustrates children preferring to go to shopping than playing, it's shocking"

Marcos Nisti, Alana Institute vice-president and CEO

"Now more than ever, we need to teach our children that to have doesn't overlap with to be"

Isabella Henriques, Alana Institute executive-director

"Children are also part of society, but this doesn't mean the world can do whatever they want with them, including exploiting them commercially"

Pedro Hartung, Child and Consumerism program coordinator

"Let's stop marketing aimed at children. The issue is not restricted to the fact that they are consuming. They are also being consumed"

Susan Linn, activist, psychologist and founder of Campaign for a Commercial-Free Childhood


In 2006

Child and Consumerism was created, when we organized the 1st International Children and Consumption Forum, in São Paulo, Brazil. Since then...

+200 legal complaints

against child advertising practices have been filed by us

+10 legal cases

of our authorship led to decisions by the Brazilian Superior Court

2 big cases

of child advertising detected and reported by us were the subject of unprecedented decisions by the Federal Court

+30 researches

and publications were made or commissioned by us

2 documentaries

In 2008, we released "Target Market: Kids", which raised awareness of advertising to children. In 2012, we released "Way Beyond Weight", a documentary about child obesity that led to Coca-Cola’s global policy change

+10 million people

were asked to reflect on the impacts of child advertising, with the theme for the essay for Brazil’s main university entry level exams in 2014 being the Resolution of the National Council for the Rights of Children and Adolescents

global reach

we contributed to UN General Comment on children’s rights in relation to the digital environment, built a global coalition on the digital rights of children, and much more

In 2021

we celebrated 15 years of achievements with the live event Childhoods in the Age of Digital Convergence - 4th International Children and Consumption Forum


It is highly unfair to target kids with ads once they are more vulnerable than adults as they are going through a physical, psychological, emotional and social development process. Therefore children are not capable neither of understanding the persuasive intent of commercials nor protecting themselves from these messages. Advertising to kids hurts them in many ways. Firstly, it leads to excessive and unsustainable consumption habits, which brings drastic consequences to the environment as well as financial impacts to the families. Getting children to nag is a common marketing strategy because it works! But it also undermines parents and leads to family stress.

Marketing to kids also encourages unhealthy eating by targeting them with low-nutritional value foods, which contributes to the increase in obesity and other non-communicable diseases in kids. It may also promote precocious erotization and the distortion of children’s (and specially girls’) body image by reenforcing specific physical aspirations, as well as gender and race stereotypes. It can also stimulate violence and stifle the imagination. Last but not least, advertising is inescapable and reaches children everywhere, from TV to schools, on digital platforms, stores, parks, magazines, and games. Protecting kids from commercial exploitation is not just a family’s responsibility, it is also up to companies, governments and society.


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The impacts of advertising plastic toys to children

The report “Plasticized Childhood” analyzes the correlation between advertising to children, the commercialization of toys in Brazil, and its effects on the consumption and disposal of plastic, as well as on children’s health. It stresses the fact that 90% of toys worldwide are made of plastic materials, which have a low recyclability and are potentially toxic to children, showing how advertising to kids contributes to these externalities.

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The impacts of banning advertising directed at children in Brazil

This report discusses the main findings in three areas: international trends in child-directed advertising, the impacts of banning child-directed advertising in Brazil, and the business case for an ethical approach by firms in terms of the targeting of children in their advertising practices. Report by The Economist Intelligence Unit (EIU), 2017.

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Why Advertising is Bad for Children

The strategy behind advertising is to appeal to our emotions in its sales pitch. As adults, we possess critical judgment and are capable of selecting products that best correspond to our real needs. However, the same does not occur with children, who are more vulnerable to persuasive messages because they are still developing. It is known that children have not fully developed critical thinking skills, making them more susceptible to the appeal of commercials.

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"Target Market: Kids"

Our first documentary offers a critique of excessive consumerism in childhood, driven by advertising without limits, ethics or regulations. An invitation to parents and educators to reflect on their roles in our consumerist society, and how you can help change this scenario.

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"Way Beyond Weight"

Released by us in 2012, this documentary delves into the issue of child obesity. By the year 2012, 33% of Brazilian children were overweight, and one of the reasons for this is the excessive advertising of unhealthy food to kids.

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What to do to protect our children from consumerism

It is up to everyone, parents and other citizens committed in one way or another to social well-being and our children’s future, to take control of the situation and demand a more conscientious and less greedy approach from marketing specialists. Nevertheless, as stated by Susan Linn, in her book entitled “Children of Consumption – A Stolen Childhood,” parents cannot solve this problem alone.


Send us your ideas, question or suggestion to protect children from commercial exploitation: