2013
DOI: 10.1007/s10603-013-9233-1
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An Evaluation of Government and Industry Proposed Restrictions on Television Advertising of Breakfast Cereals to Children

Abstract: In the United States, both industry and the federal government have worked to establish voluntary guidelines for how firms market food to children and to establish a threshold for the nutritional quality of foods marketed to children. The authors evaluate three US guidelines that deal with television advertising of breakfast cereals, which is both heavily advertised and a common meal item for children. They find that the majority of cereals advertised primarily to children from 2006-2008 do not meet any of the… Show more

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Cited by 6 publications
(8 citation statements)
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“…The target objectives of the CFBAI focus on regulating when ads can be shown (during children's programming vs. prime time) and the type of programming during which the ads can be shown based on audience composition (young children vs. adolescents). Prior research has questioned, however, the effectiveness of the CFBAI at actually limiting how much advertising children see for unhealthful products (Berning, Huang, and Rabinowitz, 2014; Berning and McCullough, 2013; Huang and Yang, 2013). The results of this research provide more insight, to both industry and government, regarding ways to make advertising restrictions more impactful.…”
Section: Discussionmentioning
confidence: 99%
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“…The target objectives of the CFBAI focus on regulating when ads can be shown (during children's programming vs. prime time) and the type of programming during which the ads can be shown based on audience composition (young children vs. adolescents). Prior research has questioned, however, the effectiveness of the CFBAI at actually limiting how much advertising children see for unhealthful products (Berning, Huang, and Rabinowitz, 2014; Berning and McCullough, 2013; Huang and Yang, 2013). The results of this research provide more insight, to both industry and government, regarding ways to make advertising restrictions more impactful.…”
Section: Discussionmentioning
confidence: 99%
“…A heart-healthy breakfast cereal advertisement may fall on deaf ears if targeted to children, just as a Cocoa-covered, high-sugar cereal advertisement may not appeal to adults. In fact, Berning, Huang, and Rabinowitz (2014) find that the average nutritional content of advertised children's cereals is one with more fat and sugar and less protein.…”
Section: Motivationmentioning
confidence: 99%
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“… The food policy and medical literature (e.g., Berning, Huang, and Rabinowitz (2013) and LoDolce, Harris, and Schwartz (2013)) examined the effectiveness of the RTE cereal portion of CFBAI and found mixed results. …”
mentioning
confidence: 99%