Obesity, advertising to kids, and social marketing

Abstract

Purpose

Challenges “easy” solutions regarding obesity amongst kids and youth, such as banning of advertising. Pleads for “new thinking”, including use of Social Marketing in children’s preventative health practice, as well as for cooperation between politics, science and industry.

Design/methodology/approach

Studies by iconkids & youth as well as a variety of other relevant literature are referred to supporting the author’s arguments that companies can and should actively participate in reacting to the problem obesity poses.

Findings

The paper argues that there is no reliable proof that kids’ marketing is a major cause for obesity. In fact, preventative health practices seem as yet too much focused on a cognitive level – rather than on an emotional, engaging, and thus effective one.

Research limitations/implications

The article focuses on Germany where the obesity debate is not lead in a climate as highly emotionalised as in other countries. Cooperation between the most important social groups may be less difficult and more effective in Germany than elsewhere.

Practical implications

Nevertheless, the German model of a cooperation of politics, science and industry trying to counteract overweight and obesity may be “food‐for‐thought”. Furthermore, the paper aims at helping manufacturers to gain insights to cover the obesity issue in their products and Marketing.

Originality/value

Background information on the central issues as such as well as practical suggestions for marketers relating to the obesity discussion are offered.

Citation

Barlovic, I. (2006), "Obesity, advertising to kids, and social marketing", Young Consumers, Vol. 7 No. 4, pp. 26-34. https://doi.org/10.1108/17473610610717946