Children are an important market segment and so marketers frame and direct ad messages to them to seek a favourable response. Advertisements are particularly targeted at children as they have considerable influence over family food purchases. Parents are concerned about extensive exposure of children to ads (foods particularly) which affect consumption behaviour of their children. The nature and extent of mediation that parents undertake to protect their children against negative effects of advertising is seen to be influenced by their attitude towards advertising. As mothers are seen to be the primary caregivers to children, the article explores the attitude of mothers towards advertising on TV in general, children advertising and food advertising directed at children in India. The findings of the present article highlight that Indian mothers hold negative attitude towards advertising in general, for ads directed at children and also for food ads on TV. They strongly voice that promotions are directed at children in an unethical manner. Attitude of mothers towards advertising in general and towards food advertising is found to be different for younger versus older children.
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