The problem arises when the ‘consumed’ food is unhealthy for people. This is identified by Anup Shaha, in his article which is entitled "Effects of Consumerism," as he notes that "today’s commercial markets include a very wide variety of foods that are unhealthy, but attractively marketed to kids” (Shah). Thus, the popularity of fast food in a given society entails the prevalence of the habit of consumerism in that society. In this context, many of the reviewed articles about the issue of consumerism assert that advertising plays a big role in the popularity of a certain food diet in the society. Regarding the issue of fast food, children are the main audience to which fast food ads are directed in order to attract as many young people as possible to this kind of food. As noted by Sandra L. Calvert, in her article which is entitled "Children as Consumers: Advertising and Marketing," “because of age-based limits in children's ability to understand advertiser intent, the Federal Communications Commission has placed safeguards into the television advertising marketplace to protect young child audiences" (Calvert). Similar arguments are made by Mary Story and Simone French, in their article which is entitled "Food Advertising and Marketing Directed at Children and Adolescents in the US," and Barbara Sweeny in her article which is entitled "Concerned about Marketing to Children?" Therefore, many of the reviewed articles raise the issue that consumerism is enhanced in a given society by the excessive use of ads that publicize about fast food.