A South Essex helpline has sympathised with parents forced to give treats and money to their pestering children.

Parentline Plus, based in Endway, Hadleigh, agreed with the findings of a new report by consumer analysts Datamonitor which claimed children are getting richer by preying on their parents' feelings of guilt.

They use "pester power" as parents worry about not spending enough time with their families, according to the report, Targeting the Youth Market.

It also found that youngsters are being rewarded for carrying out simple tasks such as tidying up or helping out with a dinner.

Manager of Parentline Plus Rosemary Spillman said the school summer holiday was a particularly tough time for parents.

She said: "Parents have only so much money and so find it difficult to negotiate the summer holidays.

"Children are active and want to be outside doing things, a lot of which cost money.

"It is not cheap to take children out for the day."

Mrs Spillman advised parents to lay down clear boundaries for their children to stop them pestering for things they cannot have.

She added: "I think all parents face this at some point and I know it can be quite difficult to deal with, especially for those who have not got anyone to talk to.

"I can understand why parents do give in because they can be put under a great deal of pressure.

"In the main I think they are doing the best they can but they really do need to set certain boundaries and communicate them to the children."

The report also identifies a new age group identified by advertisers as the "tweenager", aged from ten to 13.

The youngsters - between children and teenagers - and are said to possess much greater self-awareness and knowledge of brand names.

They are also thought to use rational arguments to persuade parents to meet their demands where the younger children rely on pestering them.

Anyone who needs help or guidance can call Parentline Plus free on 0808 2222.

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