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Synopsis In the present era of consumerism and continuous fight for market shares, an ever growing number of business organizations are indulging in overt and covert child-directed marketing activities, in myriad ways, to get higher and higher levels of children attention. In what is known today as 'the commercialization of childhood', children are getting coaxed than ever before in shopping, product placement, media, celebrity, brand and other consumer practices. At the core of all these attempts is children's growing role as both independent consumers and influencers in family buying decisions. The situation is not vastly different in developing countries such as India. Such rampant and indiscriminate marketing efforts to influence the tender minds at their early ages have raised serious concerns at various quarters. Different voluntary and self-regulatory mechanisms should be adopted to reorient the marketing practices to reach a holistic solution to build a generation of healthy and well-informed future citizens of the world. This book discusses current marketing practices and their impact on various overt and covert marketing programs that have targeted children. The fact that marketing exploits children's developmental vulnerabilities is highlighted. This book also draws attention to the regulations and solutions adopted by the marketers in the face of mounting criticism and help readers to form well-informed viewpoints on a contemporary issue, which affects various segments of business and also the ethical issues involved, to help the marketers.