Children are not easily persuaded to want something. Advertising is only part of the picture. Children's interests in a particular toy are likely to arise from word of mouth and peer pressure. Two-year-olds spend about 10% of their time with other children. This rises to 40% between ages 7 to 11. The term "pester power" refers to children nagging their parents to buy a product. Some children will repeatedly ask them to buy a toy they want, and such insistence often leads to a purchase. There is regulation in place that bans advertisements from directly exhorting children to buy advertised products or persuade their parents to buy the products.