The responsibility of a company in relation with the consumers translates primarily by addressing and treating them ethically, respecting the rules and principles of moral, legal and deontological. The situation is more delicate when the targeted consumers are children. This paper proposes, starting from the author's constant concern about the problematic of the children as target market, to investigate how the marketing practices in Romania are seen as ethical in relation to the consumer as child. For this purpose, 24 interviews were conducted with parent dyads from diverse urban environments, of medium and large size
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