The controversial head of the Church of England said: ‘Children should be encouraged to value themselves for who they are as people rather than what they own. The selling of lifestyles to children creates a culture of material competitiveness and promotes acquisitive individualism at the expense of the principles of community and cooperation.'
Williams, who is a patron of The Children's Society, made his comments come as the charity publishes a scathing attack on brands, primarily HFSS food brands, targeting children. Sixty one per cent of UK adults believe the government should implement a total ban on the advertising of unhealthy food to children, according to research carried out by The Children's Society.
The research, which is largely critical of advertisers, also found that 90% of adults believe that advertising to children at Christmas puts pressure on parents to spend money on presents that they cannot afford.
The Children's Society claims that it is not only adults who feel under pressure from advertising. The charity says that evidence submitted to it from children themselves shows they feel under pressure to keep up with the latest trends.
The charity also attacks the video games industry. According to its research, conducted by GfK NOP, seven out of 10 adults agree that violent video games make children more aggressive.