The number of adults questioned who think there is too much advertising targeting children is 75%, down 5% on the last survey two years ago, also carried out by the Chartered Institute of Marketing.
When asked if laws governing advertising targeting children should be stricter, 73% of those questioned said they should, a 2% drop on last time.
The amount of consumers that think advertising makes children want the things they see promoted fell 7% to 73%.
"Clearly adults do not wholeheartedly agree that advertisements to children should be banned, but do appear to think that companies should act more responsibly and recognise the pressure they put parents under and that perhaps consumer education is the answer," Paul Cowell, director centre for children at the University of Salford business and society school of management, said.
However, peer pressure is also seen as a strong influence on children's desires, with 34% of adults believing that friends are the biggest influence on children. This compares with 39% who think advertising plays the biggest role. Only 14% think parents are the biggest influence, while just 8% chose school.
The research was conducted by Capibus between November 4 and 10 among 973 adults.
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