British kids given iPods instead of parental love

In the report, children in all three countries told researchers that their happiness is dependent on having time with a stable family and plenty of things to do, especially outdoors, rather than on owning technology or branded clothes.

But British parents work long hours and, to make up for not spending time with their offspring, they'll tend to come home with an iPod stuffed in their briefcase, or buy them branded (overly-expensive) clothes.

"Consumer culture in the UK contrasts starkly with Sweden and Spain, where family time is prioritised, children and families are under less pressure to own material goods and children have greater access to activities out of the home," the report notes.

UNICEF UK’s Executive Director David Bull said: “Right now politicians are grappling with the aftermath of the riots and what they say about our society, culture and families. The research findings provide important insights into the pressures children and their families are facing and may speak to some of the underlying issues relating to the disturbances. It is vital that those in power listen to what children and their families are saying about life in the UK.”

“In response, the Government needs to show strong leadership by taking decisive action to help families fight back against the materialism and inequality that is so pervasive in the UK. They need to make sure parents earn enough to spend fewer hours in work and more time with their children, protect children’s play facilities from spending cuts and consider reforming the laws controlling advertising to children.”

UNICEF UK is urging the UK Government to ensure Government employees and sub-contractors receive "at least a Living Wage". The Government should work with businesses to encourage them to adopt the Living Wage too, Unicef says. By earning a Living Wage parents would not have to rely on several, low-paid jobs to make a living, which affects the amount of time they are able to spend with their children.

Funding for play facilities and free leisure activities for children and families should be protected, Unicef said, to enable families to have fun away from the telly, the PC and the console.

Sweden has banned television advertising aimed at children under-12 and Unicef recommends the UK follow suit, to help stop kids turning into loveless gadget-hungry thugs.