Editorial: the impact of marketing on children’s well-being in a digital age

Oates, Caroline; Watkins, Leah; Thyne, Maree

doi:10.1108/ejm-10-2016-0543

Cited by 7 publications

(1 citation statement)

References 20 publications

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“…Specifically, concern has been raised that children are exposed to a growing number and range of commercial messages in a wider variety of contexts and forms, in a more systematic and integrated manner, and across multiple media in physical and digital spaces than ever before. It has been acknowledged that the cumulative effect of such exposure on children's well‐being needs to be better understood (Oates, Watkins, and Thyne ; UN ). However, existing research provides accounts of the nature and extent of marketing via single media, especially television (Common Sense Media ), and on a limited range of products (e.g., food marketing) (Cairns et al ).…”

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confidence: 99%

Capturing the Commercial World of Children: The Feasibility of Wearable Cameras to Assess Marketing Exposure

Watkins¹,

Aitken²,

Gage³

et al. 2018

Journal of Consumer Affairs

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There is widespread concern about the implications of increased targeting of marketing to children. However, despite the ubiquitous presence of marketing in children's environments, children's actual exposure to the full range of marketing across all media and in multiple settings remains unknown. This article reports on an innovative method of analysis, using data from wearable automated cameras, to objectively document children's marketing exposure across and within settings. Results show children were exposed to an average of 638 marketing encounters per day. The most common form of marketing exposure was to brand labeling, and marketing for food and beverages the dominant product category. This article provides an objective observation of the commercial world of children in a wide range of settings, presenting unique insights and a new analysis method for documenting children's environmental advertising exposure to inform policy decisions about the ethics and practices of marketing to children.

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confidence: 99%