Preston, Chris2018-06-292018-06-292000Preston, C. (2000) ‘Are children seeing through ITC advertising regulations?’, International Journal of Advertising, 19(1), pp. 117–136. Available at: https://doi.org/10.1080/02650487.2000.11104787.ISSN: 0265-0487, ESSN: 0265-0487https://eresearch.qmu.ac.uk/handle/20.500.12289/3373https://doi.org/10.1080/02650487.2000.11104787Television advertising in the UK is regulated by the Independent Television Commission (ITC) who have published guidelines for advertisers regarding, among other things, the manner whereby advertisements may communicate with children. This paper aims to illustrate that children of ten and eleven years of age are able to understand the meaning of a selection of regulations, and are able to recall advertisements that they believe to be in contravention of ITC guidelines for a variety of reasons.article