Children's reflection upon the regulation of food advertising in the UK



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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Abstract

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)
Divisions: School of Arts, Social Sciences and Management > Business, Enterprise & Management
Date Deposited: 30 Mar 2010 13:22
Last Modified: 19 Mar 2014 12:57
URI: http://eresearch.qmu.ac.uk/id/eprint/1398

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