Reports research by the National Consumer Council (NCC) into UK children’s experiences and views as consumers; this survey of 10 to 19 year olds found that they form a new shopping generation which is more even consumer brand oriented than American counterparts but feels vulnerable and is critical of shops, companies and advertisers. Outlines the NCC recommendations for a children’s agenda: this covers stiffer fines for mis‐selling to children, monitoring of children’s wellbeing and life satisfaction, new Ofcom powers to enforce content labelling for entertainment, and ending abuses in Internet marketing to children.