Nick Clegg will today launch the coallition's new taskforce on children and families, which aims to improve childhood.
Among other issues, the taskforce is set to target 'irresponsible' advertising and marketing aimed at children.
Clegg told the Daily Mail: "...with children being bombarded by targeted advertising, it’s no surprise mums and dads feel under so much pressure to buy them the best trainers or the latest mobile phone.
"This government wants to ease the pressure on parents. Not by meddling in people’s private business, but by giving families the freedom to make the right choices for themselves"
Prime Minister, David Cameron, will chair the new taskforce and has often spoken about his wishes to end the premature commercialisation and sexualisation of children, which he believes corporations are encouraging by targeting them with merchandise which was inappropriate for their age.
Alongside Cameron and Clegg, members will include work and pensions secretary Iain Duncan Smith, children's minister Sarah Teather, science and universities minister David Willetts, public health minister Anne Milton and economic secretary to the Treasury Justine Greening.
The news comes soon after the new environment secretary Caroline Spelman criticised toy packaging, as she plans a crackdown on landfill waste.