Companies realize this and take advantage of the helplessness of children to sell their products. By easily convincing a child to want something, companies know they have automatic access to parents and their wallets, thanks to the persistent and tenacious nature of children. It is completely unfair for big companies to use children and their moldable minds as a way to sell more products. Yet advertising to children is legal and continues to occur daily. In their defense, big companies will say that it is parents who should protect their children and teach them the truth about advertising, but with the amount of advertising that children see every day, it can be almost impossible to give guidelines on all advertising.