Food Advertising and Marketing

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In recent years, the food and beverage industry has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested in youth as consumers because of their spending power, their purchasing influence, and as future adult consumers.


Foods marketed to children are predominantly high in sugar and fat, and as such are inconsistent with national dietary recommendations. The purpose of my dissertation will be to examine the food advertising and marketing channels used to target children and adolescents and the impact of food advertising on children's eating behavior.
Issue of fairness: I believe like most parents and consumer protection groups that advertising directly to children is dangerous and unethical as it can be deceptive and manipulative. It also promotes consumerism and poor nutritional habits to a defenseless target audience .
To create awareness and promote stricter Regulations: In the UK, as compared to many other European nations, there are currently few policies or standards for food advertising and marketing aimed at children. For example, The Nordic countries are at the forefront of protecting children from the effects of advertising. Sweden has the strictest controls in Europe and in 1991 instituted a ban on television and radio advertising targeted at children under the age of 12. ...
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