Table of contents
Responsible marketing to children in the US
Paul KurnitReviews the history of advertising to children in the USA since the baby boomer generation of post‐World War 2 and the advent of television. Describes how toys were marketed in…
Marketing food and drink to children responsibly
Neil SamsonLooks at how food and drink have been marketed to children over the last 15 years. Shows how the “compression culture” of the 1990s, where parents were cash rich and time poor…
Responsible advertising in Europe
Oliver GrayExamines how self‐regulation in advertising, within a framework of legislation, can help reverse the trends toward childhood obesity and excessive consumerism by protecting…
Concerned Children’s Advertisers leads the way
Barbie Clarke, Catherine GardnerInterviews Cathy Loblaw and Diana Carradine, who established Concerned Children’s Advertisers in Canada 15 years ago; its aim is to inform children about social issues…
Children get Media Smart in the UK
Barbie ClarkeInterviews Paul Jackson, chairman of Media Smart, which is a UK media literacy programme founded in 2002 and focusing on advertising; it is aimed at schoolchildren aged six to 11…
Advertising to children in the Netherlands
Liesbeth HopIndicates some problems facing marketers in the Netherlands, especially the recently proposed ban on advertising to children on public television; this came from the Secretary of…
Initiatives in responsible food advertising
Jeremy Preston, Martin PatersonIntroduces the Food Advertising Unit (FAU), a coalition of multinational food companies, advertising agencies and the broadcast media which operates under the auspices of the…
Shopping generation
Ed MayoReports research by the National Consumer Council (NCC) into UK children’s experiences and views as consumers; this survey of 10 to 19 year olds found that they form a new…
The Obesity Epidemic reviewed
Brian YoungReviews “The Obesity Epidemic: Science, Morality and Ideology” by Michael Gard and Jan Wright, finding that it challenges currently established thinking on obesity which finds…
Youth marketing in Japan
Nana Sato, Yuko KatoReports on Japan, a country in which the falling birth rate gives marketers some interesting opportunities. Explores how smaller numbers of children leads to more money being…
Advertising to children and social responsibility
Chris PrestonDiscusses the ethics of marketing to children and the concept of social responsibility, in particular the question of what counts as responsible advertising in a society where…
Taking the guesswork out of responsible marketing
Dan AcuffExplains enrichment marketing: the three key aspects are age appropriateness, consideration of neuroscience, and identifying the ethical category of the product. Outlines, first…
Kids as stakeholders in business
Sheena HorganReviews how business can interact with children in a commercially viable but ethically acceptable way. Explains why children are generally regarded as consumers and stakeholders…
Advertising to children in Mexico
Roberto Arochi, Karl H. Tessmann, Oliver GalindoOutlines Mexican law as it relates to advertising to children: the Federal Law on Radio and Television, the Federal Health Code, and the Federal Consumer Protection Law, plus…
ISSN:
1747-3616Online date, start – end:
2002Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Hiram Ting