Most adults in the UK believe that children's well-being is being damaged because childhood has become too commercial, a lifestyle poll has found.

Some 89% of adults in the GfK NOP survey of 1,255 people believed today's children were more materialistic than previous generations.

The poll is one of the contributions to a continuing inquiry into childhood.

The Children's Society said adults had to "take responsibility for the current level of marketing to children".

Bob Reitemeier, chief executive of the society, said: "A crucial question raised by the inquiry is whether childhood should be a space where developing minds are free from concentrated sales techniques.

"To accuse children of being materialistic in such a culture is a cop-out," he said. Read More