Editorial: Cameron must not bow to lobby group pressure.

One thing that the inquiry being established by the Conservative Party leader, David Cameron, into the commercialisation of childhood won't be short of is people telling it what its opinion should be.

You can see the voluminous files being compiled by the lobby groups for inspection by the inquiry's members. And you can bet the conclusion within them is that advertising is the cause of all this lost innocence, so let's tighten the screws on it even more.

Cameron should not be seduced by these siren voices and their talk about a 'toxic childhood' (whatever that is). In doing so, he risks jumping aboard a bandwagon that will take him nowhere, and certainly not to the society based on tolerance and responsibility that he talks of achieving.

He has called on advertisers to ask themselves if they are acting responsibly in the way they present themselves to children. The overwhelming majority do. Not least because it would be commercial suicide not to. It's also worth remembering that advertisers, and the agency strategists who work for them, are parents, too.

Cameron also asks if the marketing ...