It isn't the adults they're "protecting" .... well, actually, it is, in a way. The premise is the child's mind is propagandized by the ad industry to pester the parents into producing the swag, so "we" need protection against a greedy industry "targeting our children". Because as a parent, there's no saying "NO!"
My parents had no problem saying "NO!". Of course, that was a different time and look how mean I turned out .......