Sell your children

So I recently went to the National Grid to set up my gas supply (yes, I should have done this a long time ago, but I forgot then I got a call saying they were going to cut me off... so I paid)

Anyway, this poster was hanging on the wall (actually it was beautifully backlit).

Now is it just me, or are they suggesting that you should give your children to the National Grid?

Certainly the child doesn't seem very happy about the idea.