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Kids get exposed to advertising on social media platforms when they visit them to perform various goals. The purpose of this study is to find out the factors which affect kids' behaviour when the kids encounter advertising on social media and also to establish causal relationships amongst the factors of social media advertising (SMA).

A total of 11 factors of SMA have been identified with the help of experts and the causal relationships amongst the SMA factors have been constructed by the implementation of decision-making trail and laboratory evaluation (DEMATEL). Based on the established relationships, a causal diagram has been also developed to understand the structural nature of interdependence amongst the factors.

DEMATEL technique is based on logical steps, which have assisted in categorising the identified factors into two groups: cause group and effect group. Cause group factors are the reasons for the effect group factors to occur. Customisation, entertainment, information and interactivity have been observed as cause factors whereas, relevance, engagement with SMA, purchase intention, product involvement, advertising value, attitude towards SMA and irritation have been observed as effect factors. Product involvement is found to have the highest level of interaction with all other factors. Information and interactivity are observed to influence all other factors.

Kids possess a limited understanding of the selling intent of advertisers which makes kids vulnerable to advertising. This study supports that the content of the advertisement should be kept in accordance with the need of kids and also suggests that marketers should emphasise cause group factors which derive subsequent consequences on effect group factors. The foremost limitation of this study lies in the process of identifying the factors through expert opinions. The sets of contextual relationships may vary when different experts are considered.

This study strives to identify the factors which affect kids' understanding of SMA and also establishes causal relationships amongst them. This kind of study is unique in state of the art and to the authors' knowledge no significant research has been conducted in India which involves establishment of inter-relationships amongst SMA factors that affect kids' behaviour.

Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals.

Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques.

The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children.

This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.

The debate on the ethics of advertising and marketing to kids regularly throws up new information and industry opinions. Logistix Kids Worldwide discusses the two key issues involved in this circular political arena — Sweden's proposals to ban TV advertising to kids when they come into presidency, and the myths surrounding ‘pester power’. The Swedes' reasoning and foundation for their proposals were recently quashed during a conference held by the Advertising Association in London, and Logistix's own recent research study, carried out in conjunction with Hauck Research International, has demonstrated that pester power is not all it seems. This paper discusses how the two subjects have been turned on their heads, and provides a true insight into the background knowledge and information necessary to move forward towards a sensible conclusion. The authors also explore the many other considerations essential when building a rounded picture of this emotive subject, such as the dramatic infiltration of technology; and then asks what will happen to today's younger generation if they are cut off from technological advancements in an effort to ‘protect’ them.

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.

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.

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.

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.

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.

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

Reviews 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 order to sell cereals, and sweetened cereals were introduced to appeal to children. Outlines the growth of regulation in the form of the National Association of Broadcasters, and subsequently of self‐regulation by the Children’s Advertising Review Unit (CARU). Shows how television has become the main commercial vehicle for children, based on the 30 second commercial and a variety of ways to appeal to them. Outlines concerns such as programme length commercials, i.e. TV programmes based on characters or products from commercials, and about reproducible violence in advertisements. Mentions the self‐defeating nature of advertising industry terms like “nag factor” and “pester power” and the way that CARU’S work has extended into other media like the Internet. Relates all this to the concept of responsible marketing: eating responsibly, playing responsibly, social marketing, and the responsibility of marketers and advertisers.

Outlines the patchwork of federal law and self‐regulatory codes and guidelines which makes up the legislative system relating to advertising to Canadian children. Lists the former as the Broadcast Code of Advertising to Children, the Telecaster Services of the Television Bureau of Canada, and the CBC Advertising Standards, while self‐regulatory codes include the Canadian Code of Advertising Standards and the Code of Ethics and Standards of Practice of the Canadian Marketing Association. Focuses next on Quebec’s provincial laws for advertising to children; Quebec is the only province, and in fact the only jurisdiction in North America, in which commercial advertising to persons under 13 is generally prohibited. Discusses lastly the sensitive issue of collecting personal information from children.

The purpose of the current study is to identify the extent to which promotional strategies and attention elements appear in a sample of children's food commercials.

The research was a content analysis study of 147 commercials that examined 20 separate promotional strategies and 20 different attention elements. The sample of commercials included those appearing on five US broadcast networks during children's programming blocks.

Findings show that the most frequently used promotional strategies were the use of jingles/slogans, showing children with the food, and the use of product identification characters. The use of animation, “real children,” and animal characters were the most used attention elements in the commercials.

The sample of commercials used in this analysis was obtained from broadcast networks and did not include cable network programming; however, the commercials represent commercials from a wide variety of food products and food product categories. Although not determined empirically, the same commercials appeared to air on the broadcast and cable networks.

Health and nutrition educators can draw on this study's findings by applying this information in creating more effective nutrition and health promotion messages designed to counter promotional strategies and attention elements in advertising messages that are addressed in this study.

Although specific promotional strategies and attention elements found in children's food commercials have been identified, there have been no studies addressing the frequency of these strategies/elements among a sample of commercials.

Explores the reasons behind parents’ food purchases for their children, relating this to the part that advertising is alleged to play in the purchase of unhealthy food, and in particular the issue of “pester power” or the nag factor. Reports a study of 1530 families in the UK sponsored by the Food Advertising Unit, which explored the questions of whether parents know enough about healthy diets, how they react to pestering, what they think about advertising to children, and the relation of income level to attitudes. Finds that parents do have reservations about advertising to children, with most of them feeling that advertisers manipulate children; but at the same time parents accept this as a fact of life in a consumer society and still feel that they have more influence on their children than do the advertisers.

Introduces the Fox Kids Cup, which brings children of both sexes together in a global football tournament; it is a Fox Kids brand which involves partnerships with other brands such as ASDA, Wagon Wheels and the Professional Footballers Association. Describes how the 2002 tournament Fox Kids Cup had its final rounds in Barcelona, and the leadup to this through skills challenge events, regional rounds, and the national final. Outlines the benefits to the partners from association with the Fox Kids Cup.

The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child.

First, secondary database (SmartyPants, 2013) is used to identify clusters of brands with similar benefit groups (i.e. health and nutrition food, indulgence food, entertainment and technology for entertainment and learning) that are most loved by mothers and/or children. Next, a content analysis of the ads for brands in these clusters is used to identify the common positioning cues across these clusters. The data from the content analysis are used to explore the extent to which love cues (along with functional and hedonic) are used by these brands loved by mothers and children.

The results of this study indicate that functional cues dominate the ads for the brands in functional product categories, as well as hedonic product categories. Love cues dominate the ads for functional brands preferred by only either moms or kids, whereas for hedonic brands, love cues dominate the ads targeted at both moms and kids.

The authors hope that this study provides an impetus for more empirical work toward understanding the role of love in positioning brands aimed at multiple family members.

Love, the underlying thread that connects a family, can be used by brand managers to appeal to multiple family members.

Families are fundamental to the society. The authors hope that this study helps marketers appreciate that and do a better job of marketing to the families, as families also form the fundamental units of purchase and consumption.

This study uses value congruency framework to look at the notion of love as a positioning theme for brands targeted at multiple decision-makers. Hence, the study contributes to the development of family decision-making behavior.