Editorial: Marketing to Children

Oates, Caroline; Blades, Mark; Gunter, Barrie

doi:10.1080/0267257x.2003.9728216

Cited by 5 publications

(4 citation statements)

References 13 publications

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“…Similarly, marketing and policy researchers view children as a vulnerable segment worthy of special protections (Baker, Gentry, and Rittenburg 2005). For example, recent special issues of different journals have explored the controversies surrounding marketing and advertising to children (Oates, Blades, and Gunter 2003), children's susceptibility to advertising (Friestad and Wright 2005), and the influence of the marketplace on childhood obesity (Moore 2007). Contemporary discourses construct childhood as a special space that should be protected.…”

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confidence: 99%

A Child's Right to Play: The Social Construction of Civic Virtues in Toy Libraries

Ozanne

2011

Journal of Public Policy & Marketing

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In general, communities throughout the world hold that children have a fundamental right to play. Public policies and laws have long aimed to promote play by providing a range of financial and material resources. Toy libraries are an important resource that can provide children with vital developmental tools for play by allowing families to borrow toys in a process similar to public book libraries. An empirical study of a contemporary group of toy libraries explores how families use toy libraries to construct different social meanings. The toy library is an important way that parents can mediate their children's relationship with the marketplace. Moreover, different conceptualizations of citizenship are modeled within this institution based on the sharing of collective goods.

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confidence: 99%

A Child's Right to Play: The Social Construction of Civic Virtues in Toy Libraries

Ozanne

2011

Journal of Public Policy & Marketing

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“…They find that although the cereal companies have fully complied with their firm specific CFBAI pledges, the changes in amount of marketing directed to children or nutritional quality of cereals marketed to children were not "objectively and meaningfully" significant. Powell et al (2011) examined the trends in nutritional qualities and television advertising of cereals as well as a number of other food categories in 2003, 2005 although there is some improvement in nutritional quality for cereals marketed to children between 2007 and 2009, still 94 percent of cereal advertisements seen by children feature products high in saturated fat, sugar or sodium. In their study, Wootan, et al (2011) collects nutrition information of all 225 food products approved by firm specific CFBAI pledges between March and July 2011 and evaluate the nutritional quality of these products using the Working Group nutritional standards.…”

Section: Relevant Literaturementioning

confidence: 99%

“…Given the current global obesity crisis, marketing practices of food companies have received significant scrutiny. Advertising to children is viewed as particularly harmful, as children are more susceptible to the effects of advertising (Friestad and Wright 2005;Oates et al 2003) and less capable of understanding the persuasive nature of advertising (Oates et al 2001). Further, children are seeing disproportionally more food advertisements than adults.…”

Section: Introductionmentioning

confidence: 99%

An Evaluation of Government and Industry Proposed Restrictions on Television Advertising of Breakfast Cereals to Children

2013

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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 current and proposed self-regulatory nutrition guidelines, and that this is generally due to excessive sugar content. Further, children and adolescents are exposed to more advertising for products that do not meet the nutritional guidelines. We evaluate the extent to which each of the guidelines impacts advertising of cereals that are most viewed by children and purchased by households with children. The results provide insight for policy makers concerned with limiting the extent to which children see television advertising and ultimately consume unhealthy breakfast cereals.

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“…Over the last few years, advertising for unhealthful foods has been identified as a potential contributor to obesity. Advertising directed at children has received especially harsh criticism, as children are generally more susceptible to the effects of advertising (Friestad & Wright, ; Oates, Blades, & Gunter, ). In response, the Children's Food and Beverage Advertising Initiative (CFBAI) was implemented in 2006 by the Council of Better Business Bureaus (Arlington, VA) as a way to encourage firms to self‐regulate their advertising to children.…”

Section: Introductionmentioning

confidence: 99%

Advertising Soft Drinks to Children: Are Voluntary Restrictions Effective?

Berning

McCullough

2013

Agribusiness

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Using nonlinear time series models, the authors explore the effects of an industry-led initiative to have firms voluntarily restrict television advertising of carbonated soft drinks to children. They find that the market leader reduces its advertising to both adults and children and the second largest firm reduces advertising to adults. Advertising by a nonparticipating firm, however, increased for adults following the ban. The results emphasize the potential benefits and difficulty of coordinating cooperative behavior in this type of industry. Such policy strategies may be more effective directed at industries and not at individual firms. [JEL Classifications: I18, L13, M37]. C 2013 Wiley Periodicals, Inc. 1 Specifically, advertising is considered to be directed to children if the audience composition viewing the advertisement has more than 35% children. During the time of this analysis, the threshold was 50%.2 Gross ratings points are a commonly used measure of advertising exposure. They are calculated as the percentage of the targeted audience that views an advertisement times the frequency. Specifically, GRPs can be defined as GRP = F t · R t where for some time interval t, F measures the number of advertisements seen and R measures the percentage of persons who view the advertisement.

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Editorial: Marketing to Children

Cited by 5 publications

References 13 publications

A Child's Right to Play: The Social Construction of Civic Virtues in Toy Libraries

A Child's Right to Play: The Social Construction of Civic Virtues in Toy Libraries

An Evaluation of Government and Industry Proposed Restrictions on Television Advertising of Breakfast Cereals to Children

Advertising Soft Drinks to Children: Are Voluntary Restrictions Effective?

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