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Although there is an extensive literature on the child's understanding of the intent behind advertising, children's understanding of the promotional nature of advertising and marketing has been neglected. Promotional is defined as making positive claims about the product. Children aged from 4 to 9 years of age were presented with television commercials with different endings and asked which ending should be used when the ad is shown on TV. Results show that 4–5‐year‐olds chose the fun option that shows the product in a bad light but by 5–6 years of age children are rejecting this option in favour of the promotional ending and by 7–8 years less than 10% chose the fun option. These findings should inform the debate about regulating advertising to children as such regulation is based on children being able to distinguish advertising from programming.

This chapter explores the emergence, growth, and current status of the sociology of sport in Canada. Such an endeavour includes acknowledging the work and efforts of Canadian scholars – whether Canadian by birth or naturalization or just as a result of their geographic location – who have contributed to the vibrant and robust academic discipline that is the sociology of sport in Canadian institutions coast-to-coast, and who have advanced the socio-cultural study of sport globally in substantial ways. This chapter does not provide an exhaustive description and analysis of the past and present states of the sociology of sport in Canada; in fact, it is important to note that an in-depth, critical and comprehensive analysis of our field in Canada is sorely lacking. Rather, this chapter aims to highlight the major historical drivers (both in terms of people and trends) of the field in Canada; provide a snapshot of the sociology of sport in Canada currently; and put forth some ideas as to future opportunities and challenges for the field in Canada.