Digital Marketing's influence, however,  is highly criticized especially when it comes to children who are becoming active participants in the commercial market. Children are not only regarded as a vulnerable group that has to be protected from fierce advertisements, but also as a future opportunity for marketers in terms of disposable income expenditure, long-term loyal customers' prospects (Buckingham, 2009) and Pester power which is defined as ‘a pejorative term for children making requests of their parents’ (McDermott et al., 2006). Moreover, Confectionery marketers find the aforementioned segment very attractive with kids'  impact on parents' buying patterns since early childhood (Solomon et al., 2013). To adduce it as an example, the expected increase in confectionery purchases by 2018 owes to children aged 5-9 (Mintel, 2014a). Besides, the evolving Teenagers'market is seen as another incentive for marketers (Gunter and Furnham, 1998) with the 61 billion euro spent yearly by  the part-time working youngsters (Solomon et al., 2013). As far as confectionery is concerned, the youth market can be successfully targeted with their inclination to consume more chocolate because of their health condition (Mintel, 2014a). Celebrity Endorsements are also worth mentioning (Solomon et al., 2010). Audrey Hepburn's appearance in the Galaxy chocolate ad, for example, is influential, as youngsters are predisposed to resemble celebrities and be not always positively affected by their eating habits. Another example is the promotion of Burger King's strawberry banana smoothie by David Beckham. His effect primarily on boys makes them ignorant of the fact that the actual calories in a smoothie are equal to those of a medium coke (CalorieLab Inc., 2014).

            Furthermore, confectionery marketers need to consider the negative effect of advertising as they may be judged in terms of obesity- a hot topic in the UK nowadays with one overweight child out of three (BBC, 2014). Even though confectionery brands as a whole attempt to lure children into buying, “Kraft is very ethical about not targeting children nor advertising to children... However, "a balance between marketing ethically, but also making reference to your products, and that was a difficult line to navigate.”(Tesseras, 2013). In response to obesity, Mars Incorporated is looking for healthier offerings such as smaller portions of chocolate bars and Maltesers Teasers launch (Mintel, 2014a).  Besides, UK's  Cadbury Highlights drinking chocolate's calories are reduced to minimum (Cadbury, 2014).