ETHICAL MARKETING: “ARE MARKETERS TO BLAME FOR FAT KIDS?” Author (Your (Your Date due Presently, the occurrence of obesity and overweight among children has become very popular in most of the countries of the world. In accordance with the data of Australian health and fitness survey it identified that 11% of children’s are suffering from overweight problems…
So parents should try to protect their children’s from having unhealthy food (Janssen I Craig, 2004). 1.1 Influence of parents Parents have vast influence on the diet of children. They are the one who shape their diet, because a child firstly learns to eat from home. Parents have more effect on the child’s diet rather than the marketers. It is believed that marketing of food contributes to the rising level of obesity in children’s, which is partly true. Obesity prevention mostly starts at school life of a child. First years of life that is from a child age to adult age, requires continuous prevention from parents. These periods are most significant which involves rapid transactions and high plasticity and mainly parents are the one who controls a child experiences and environment. The main tasks parents possess in early development points to their child potential are the key targets and likelihood of change in early preventive interventions. Mainly parent’s behavior and their feeding practices affect a Childs eating habits and risk related to obesity. They are the one who are responsible to take preventive measures in case a child becomes too fat. Social media, advertising, television etc cannot be considered as the basic reason for Childs fatness or eating unhealthy food. A report identified that 67.3% of parents are concerned of their children’s having unhealthy food. If a child is not subjected to eat unhealthy food and snacks in home, he gets habitual of it outside in the society, school etc. because each child have different family patterns than the other. Influence of parents is also subjected to the economics status of the family, in case if the family has low income or parents are not educated, so they would be less concerned of weight related behaviors. This means children would be watching more TV, consumption of fast food, and junk food every day. This will lead to unhealthy eating and weight problems. Parents play a most important role in the family and children mainly watch and copy their parents. Therefore, no doubt parents have a great influence on child eating habits and behaviors (Benton D, 2004). Parents perspective in relation to food marketing CFAS, conducted a survey of 400 parents, to identify their attitudes in relation to food advertising on television, which is a form of social marketing. This survey was conducted in 2007, it identified that 67% of parents are concerned about the effects on children’s in relation to the advertising of unhealthy food on TV. This means that the remaining number hasn’t considered this matter seriously. A majority of parents i.e. 89% are with the view that government should take action against these advertisements. While 73% are with the view that marketers are not harming the children’s in fact they provide knowledge to them. However, there are good and bad aspect in everything, one just need to differentiate among them and marketers only cannot be blamed for the promotion of unhealthy food among children’s. There are many other aspects such as social factors etc (Peter G Kopelman, 2005). 1.2 Influence of society Society has a vast impact in shaping a Childs opinion. Most of the children’s have a habit of watching television, from where they try to learn who they are. Many programs are promoted on TV guiding children’ ...
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