Preston, Chris (2008) Children's reflection upon the regulation of food advertising in the UK. In: European Advertising Academy, April 2008, Antwerp.
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The UK is commencing with the regulation of nutritionally problematic food advertising in respect to child audiences. This applies to foods that are deemed to be excessive in salt, fat and/or sugar. The assumption is that reduced exposure to such advertising by children will reduce demand and subsequently consumption, in a bid to reduce obesity This paper concerns twelve year old children’s reflection upon the regulation of food advertising. Parents emerge as the major influence upon their diet, advertising a minor influence. Moreover, children’s food preferences appear to be driven by taste, and therefore by product development rather than advertising.
|Item Type:||Conference or Workshop Item (Paper)|
|Deposited On:||30 Mar 2010 14:22|
|Last Modified:||26 Aug 2011 11:52|
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