All children face and overcome a variety of obstacles growing up, manipulation by big corporations should not be one of them. However, today's youth are faced with a world where the ever-present danger of unethical advertising is a common and kosher practice. Even though children are naive and impressionable, companies exploit teenagers' lack of sophistication to achieve wealth. A price should not be placed on children's heads or their developing minds. Parents need to step up and start regulating their children's use of television in order to help the innocent of today. Parents are the most capable party when it comes to solving this problem. The road to prevention is paved by increasing awareness of the unwanted psychological difficulties children may face and by familiarizing parents with advertising tactics used against their children. The unwanted psychological effects that children may face are one of the main reasons for regulating advertising aimed at children. Although psychologists are considered people you would expect to help heal a mental illness, their understanding of how the mind works can be used against children. For example, RebeccaClay paraphrases Dr. Kanner's work by stating, “Now Kanner and several colleagues are enraged about psychologists and others using psychological knowledge to help marketers target children more effectively. They are outraged from the fact that psychologists and others are revealing tidbits like why 3- to 7-year-olds gravitate toward toys that transform into something else and why 8- to 12-year-olds love collecting things Last fall, Kanner and a group of 59 other psychologists and psychiatrists sent a controversial letter of protest." (Rebecca AC..... middle of paper......0 Volume 31. No. 8. Quote by Dr. Kanner. Page 1.American Psychological Association. Special, Advertising to children: is it ethical? Some psychologists cry foul as colleagues help advertisers target young consumers. By Rebecca A Clay, September 2000, volume 31. Quote by Dr. Kanner Page 2. American Psychological Association, Advertising to Children: Is it ethical colleagues help advertisers address young consumers. By Rebecca A Clay, September 2000, volume 31. Quote Dr. Kanner Page 2. Protect children from advertising children. By Melissa Dittman. Page 1. Protect children from advertising supports the call for a task force for stricter rules on advertising aimed at children 2.