Who cares if they haven’t yet learned to read and write? Before they even go to school, children are treated by industry as regular consumers with judgement, awareness, and above all, purchasing power. Studies show that a child who watches television for two hours a day is exposed to more than 30,000 advertisements a year. In Greece in 2006, toy manufacturers spent a total of 10.7 million euros on advertising, one-third of it during the Christmas period. It requires no special skill to conclude that the current ban on screening television advertisements from 7 a.m. to 10 p.m. has been ineffectual. Every year, the National Radio and Television Council imposes fines for violations.