A reflection: kid's targeted marketing

Mainly in the United States, but also in Europe, several issues were raised regarding the indiscriminate use of commercials towards kids.
If we put a 7 years old kid in front of the television, the difference between a commercial and a TV program will be hardly seen; everything will look, to him, as a fact. Children under 8 years old tend to accept every claim as truthful. Is it ethical? Kids of today will become consumers of tomorrow, and create fidelity with the brand as early as possible is becoming more and more important, mainly for fast food, snacks and soft drinks. But even those companies that you would never expect, like Camel Tobacco. In the ’80, Joe, Camel’s mascot, was heavily used by the company in printed ads and TV commercials: the campaign was officially targeted to 25-39 years old consumers. However, the peculiar style of the ad made Joe Camel become the most popular character between 5-6 years old American kids, more recognizable than Mickey Mouse. Ten years after, the majority of first time smoker between 16 and 18 years old started with Camel. Was it just casual?

Officially no one is targeting kids. McDonalds is targeting the mothers, and eventually reinforcing the brand with kids. Anyway, they created a clownesque character, Ronald McDonald, who’s definitely appealing to kids, and “hunting” them in DVDs, videogame, toys and so on. Psychologically, McDonald’s works on the comforting feelings, that are connected to those warm and playful sensations kids have when they entered a McDonald: colors, playgrounds, toys, tasty food. Once that kid who used to play in the sand pit will be grown up, he will unconsciously remind of those feeling every time he will step into a McDonald. The main goal is not to get kids to come to McDonald’s, but to make them bring their kids when they will grow up.

The raise of Advergames is also peculiar: It’s a rather cheap way of communicating in a kid’s friendly way. Associating a brand with the fun of gaming is known to lift brand metrics such as brand awareness, message association and purchase intent. After playing a game, consumers are more likely to remember not just the brand or product itself, but to associate specific brand attributes with it. Every piece of technology of the digital World most of kids live in is also a media to reach the kids themselves.
I think targeting kids is related to two main issues: Why you do it and How you do it.
The Why is the supreme question: without well defined rules, targeting kids is nowadays possible and very lucrative. Marketers are sparing no expenses to reach those little consumers, spending around 15billion $ a year just in US on kids-focused marketing. It’s a decision that comes before the campaign itself: but, if you don’t do it, someone else will (eventually worse).
The How is more tricky: is it possible to market 8 years old kids in an ethical way, to make them aware of the difference between reality and advertisement? Is there any chance to do it respecting the kids? Or are they just a mass of potential customers, potential smokers, potential adults with money?