EAN: 9783954892259

FOOD ADVERTISING TO CHILDREN A CRITICAL EVALUAT...

With increasing levels of child obesity  the food industry and its advertising techniques are
ever more in the centre of public and academic discussion. While such discussion is complicated
by the subjectivity of ethical understanding  the existing body of research also lacks evidence
for the actual effects of child-directed advertising. In order to advance a solution in the
persisting conflict  this paper critically examines public  governmental and corporate
responsibilities. A reflection of theoretical and empirical research is therefore complemented
by the collection of primary data drawn from qualitative interviews with children and their
parents. As means of implications for practice  the author drafts an organisational concept 
namely the Initiative for the responsible use and creation of children s food advertising .

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