Moondore Ali, Bina Nusantara University, IndonesiaSusan Auty, Lancaster University, UKEmma Boyland, University of Liverpool, UKMonique Buijzen, Radboud University Nijmegen, The NetherlandsSandra Calvert, Georgetown University, USAKara Chan, Hong Kong Baptist UniversityMaria Chu, City University London, UKJason Halford, University of Liverpool, UKJoanne Harrold, University of Liverpool, UKJane Herbert, University of Sheffield, UKBrian Kelley, Fordham University, USATim Kirkham, University of Liverpool, UKCharlie Lewis, Lancaster University, UKShiying Li, University of Sheffield, UKNicki Newman, University of Sheffield, UKLaura Owen, University of Reading, UKMegan Pickering, University of Sheffield, UKAmanda Staiano, Pennington Biomedical Research Center, USAAthanasia Tziortzi, Frederick University, CyprusJessica Williams, Fordham University, USA

• 1. Introduction; Barrie Gunter, Caroline Oates, Fran Blumberg and Mark Blades 2. Do Very Young Children Understand Persuasive Intent in Advertisements?; Moondore Ali and Mark Blades 3. The Development of Children's Scepticism about Advertising; Maria T. Chu, Mark Blades and Jane Herbert 4. Commercial Food Promotion to Children; Emma J. Boyland, Joanne A. Harrold, Tim C. Kirkham and Jason C.G. Halford 5. Alcohol Advertising and Young People; Barrie Gunter 6. Advertising to Children in China; Kara Chan 7. Parents' Beliefs about, and Attitudes to, Marketing to Children; Caroline Oates, Nicki Newman and Athanasia Tziortzi 8. The Family's Role in Children's Interpretation of Advertising; Moniek Buijzen 9. Linkages between Media Literacy and Children's and Adolescents' Susceptibility to Advertising; Fran C. Blumberg, Lauren A. Frankle, Brian Kelley and Jessica M. Williams 10. Under the Radar: How Embedded Commercial Messages in TV and the New Media Influence Children without their Conscious Awareness; Laura Owen, Charlie Lewis and Susan Auty 11. Young Children's Ability to Identify Advertisements on Television, on Web Pages and on Search Engine Web Pages; Shiying Li, Megan Pickering, Moondore Ali, Mark Blades and Caroline Oates 12. The Influence of Advergames on Children's Consumer Choices and Behaviour; Amanda E. Staiano and Sandra L. Calvert 13. Conclusions; Caroline Oates, Fran Blumberg, Barrie Gunter and Mark Blades