Marketing mobiles to kids

Marketing to kids can prove tricky. Marketing mobile phones to kids can be even trickier. The Sydney Morning Herald (free reg.) reports that in Australia there is a discussion going on children and mobile phones. New research show handset could threat kids’ health and Australian mobile carriers take different approaches to the findings. Virgin Mobile doesn’t market its products to under-10s; Telstra says 10-14 years-old are youths not children, so it’s ok to target them; Vodafone and Optus have guidelines which prohibit marketing to under-16s.
Who’s right and who’s wrong? My opinion is that children simply don’t need mobile phones.