Parental mediation of food marketing communications aimed at children

Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages.

Parental mediation of food marketing communications aimed at children

Nicki Newman and Caroline J. Oates

Sheffield University Management School

Introduction

In this paper, we examine parental strategies employed to counter the perceived effects of food marketing communications on children. With a third of 10–11 year olds overweight or obese (Campbell 2013), the UK has the second highest rate of childhood obesity across Europe (Polmark Project 2010) and strong marketing by the food industry has been identified as a potential contributor to this problem (Charry & Demoulin 2012). As An and Kang (2013) point out, there is evidence for...

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