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Despite their responsibility for mitigating the influence of commercial culture on children, parents' views of fun food marketing aimed at children remain largely unexplored. This article aims to probe parents' views of supermarket fun foods and the packaging used to promote them to children.

In total 60 in‐depth interviews were conducted with parents from different educational backgrounds, living in three different Canadian cities. Interview responses were analyzed and coded thematically using an iterative process in keeping with grounded theory.

Parents generally discussed the promotion of supermarket fun foods to children as either an issue of the nutritional quality of foods promoted to children and/or in light of the communication quality of marketing aimed at children. Parents were also divided along education lines: parents with higher educational backgrounds were more likely to oppose fun foods and praise more pastoral ideals food production and consumption, while those with less education more often praised fun foods.

These findings cannot be generalized to other parents or parents in other countries. The findings, however, suggest that a more nuanced consideration of differences within and across parents' views is warranted in debates about responsible marketing to children.

This article provides a qualitatively rich snapshot of the views of 60 Canadian parents regarding child‐targeted food marketing, and raises important questions about how to incorporate parents' views into discussions about responsible marketing, rather than presuming they are all of one mindset.

The objective of the study is to identify the themes of “family friendly practices” and to perform a literature review. The research aims to identify the emerging trends in the area of “family friendly practices” by carrying out an exhaustive literature review.

The study synthesizes the literature between the years 2010 and 2019. First of all, 150 research articles were identified by keyword search, bibliography and citation search, out of which 57 research articles were selected on the basis of the most sound theoretical background and maximum literature contribution. The citation analysis method was performed on these studies in order to study the journals, authors by using Google Scholar, ResearchGate, the international database Science Citation Index and SCImago Journal Ranking.

The author citation count shows that the research topic is still getting recognition and the research in this area is increasing. The finding of the research is that the current research in family-friendly practices has focused mainly on seven topics: availability and usability of family-friendly policy, job satisfaction, organizational performance, supervisor or manager support, work–life conflict, employee turnover employee retention and women’s employment.

The study may provide valuable inputs to the HRD practitioners, managers, research scholars, to understand the recent trends in the field of family-friendly policy. As per the best knowledge of the author, this is the first study on family-friendly practices using citation analysis.