The increasing commercialisation of childhood has fuelled a rise in bullying among British youngsters, with many targeted simply for wearing the wrong brands, damning research carried out by the National Union of Teachers has revealed.
Companies are accused of routinely hiring child and consumer psychologists to help them target children effectively, with devastating consequences ranging from obesity to depression.
The research found that about 70 per cent of children surveyed felt there was too much pressure to look perfect and wear the latest goods. Nearly a third said that how they looked made them unhappy.
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