Regulate or Educate? Parental Perception of Food Advertising Targeting Children, its Regulation and Food Industry Self-Regulation in the Czech Republic
Numerous studies have identified advertising as one of the factors contributing to the growth of child obesity. National legislations and industry self-regulation provide the advertisers with guidelines regarding the content of the food advertising targeting children. This paper examines mothers...
| Veröffentlicht in: | European Food and Feed Law Review. - Lexxion Verlagsgesellschaft mbH. - 11(2016), 2, Seite 94-106 |
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| Format: | Online-Aufsatz |
| Sprache: | English |
| Veröffentlicht: |
2016
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| Zugriff auf das übergeordnete Werk: | European Food and Feed Law Review |
| Schlagworte: | Social sciences Law Business Behavioral sciences Health sciences Applied sciences |
| Zusammenfassung: | Numerous studies have identified advertising as one of the factors contributing to the growth of child obesity. National legislations and industry self-regulation provide the advertisers with guidelines regarding the content of the food advertising targeting children. This paper examines mothers' purchasing patterns in relation to their suggestibility by their children's requests based on advertising. Additionally, it explores mothers' attitudes toward food advertising targeting children and awareness of the self-regulating authority in the context of the growing issue of child obesity. Conclusions are based on our study of Czech mothers (n=707), whose suggestibility by children requirements is influenced by their positive attitude toward advertising (P=0.002). We conclude that emphasis on education of both children and parents in terms of understanding the various roles of advertising and its content is needed, accompanied by stricter regulation on both industry voluntary side and national legislation. |
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| ISSN: | 21908214 |