Summary
The current paper investigates the effectiveness and the persuasion process of threat appeals on children. Disregarded by scholars, probably for ethical reasons, the study of negative appeals targeting 8- to 12-year-olds to promote healthy food seems nevertheless relevant, in the unprecedented context of childhood obesity. To test our assumptions, an experiment was set up with 126 children. Results indicate that the appeal is effective and that the persuasion process of threatening advertisements is led by affective reactions. In contrast to earlier research on older targets, cognitive processes do not improve its effectiveness. Furthermore, exposure to threat appeals increased pre-adolescents’ healthy food consumption in comparison with appeals that may be considered more ‘typical’, such as fun and action. These conclusions and a teleological perspective of ethics invite further study of threat appeals targeting children.

Summary
The FTC envisions the Children’s Advertising Review Unit (CARU) and the Children’s Food and Beverage Advertising Initiative playing lead roles in self-regulatory efforts to address advertising’s contribution to childhood obesity. Peeler (2009) notes that CARU’s decisions provide comprehensive guidance to advertisers. Limited research has investigated those decisions. Using thematic analysis, this study examines CARU case reports from 2000 to 2010 involving food marketers from a longitudinal perspective. This study found that CARU has been responsive to the emergence of childhood obesity as evidenced in its increased pursuit of nutrition-related complaints, case language and Guidelines revisions. Suggestions for strengthening CARU, the CFBAI and media clearance are offered.

Summary
In response to the rising rate in childhood obesity and the increasing number of child-targeted interactive games employed by food marketers and health advocates, this study examined food-related advergaming content for for-profit and non-profit organizations' Web sites. The authors conducted a content analysis of 80 interactive games (40 for-profit and 40 non-profit). The results showed differences in the interactive-gaming genre types employed by non-profit and for-profit organizations. This research adds considerably to the literature about the ways in which children learn healthy food habits/behaviors. Managerial and practical implications are provided to address the need to advance socially responsible methods for organizations.

Summary
This study presents research conducted in France that builds (and tests) a framework for effectiveness of pro-nutrition public service announcements targeted at children. The study used the example of advertisements that encouraged children’s fruit consumption. “Child-relevance” of a campaign, which is created by using popular elements from commercial children’s food advertising, is found to be a key antecedent to effectiveness of pro-nutrition messages, both in terms of attitudinal and behavioral change. Further, it is also important to take care of the aspect of “campaign familiarity” and spend proportionate amounts of media budgets on public service messages in comparison to commercial food advertising.

Summary
This article discusses the marketing of HFSS (high fat, salt and sugar) brands to children. It is banned from children’s programming and under increasing legislative and other pressure. The current legislation is summarised. To avoid rejection companies need to embrace the spirit, not just the letter of the law. Bur a sensible balance can be achieved. Most mothers are pragmatic, and wish to balance healthy eating against some rewarding with treats. Five principles are suggested which will gain the trust of parents without sacrificing creativity: 1) balanced lifestyle messaging (including exercise, healthy eating and occasional treats); 2) involve the mothers with `family appeal’; 3) create interaction between parent and child; 4) be transparent with information, and turn mothers into advocates; 5) tap into heritage and provenance. Make sure the solution is firmly linked to the brand. Four steps to delivering a parent-targeted strategy: 1) consult and used parental insight; 2) ensure central control of all strategy; 3) monitor strategy performance through parents’ advocacy and consideration, not awareness; 4) continuously refresh the strategy.

Summary
For far too long the debate about food marketing to children and young people has focused on whether such marketing should be allowed in our society, instead of what the balance of that marketing should be. Children and young people are vital, valid, valued members of our society, and marketing is a part of societal life. We therefore have a responsibility to teach children and young people how to consume marketing and how to discriminate between its messages. If society falsely incubates and insulates kids today from marketing messages - especially in such crucially important areas as food and nutrition - then they will be ill-equipped to make sense of the mêlée of marketing communications later in life.

Summary
The subject for this issue's Comments section is international advertising issues and challenges. Charles R. Taylor, from Villanova University, provides a commentary that offers a series of suggestions for improving the quality of international advertising research. His recommendations include: (1) building international collaborations; (2) offering multiple contributions in the same article; (3) providing sounder theoretical foundations; (4) employing theories with broad strategic foci; (5) utilising tools and techniques that allow the examination of associations and causality; and (6) demonstrating the practical benefit of the research for both advertising researchers and practitioners. The other commentary, by Barbara Mueller of San Diego State University, looks at corporate social responsibility and the marketing of food products around the world. She makes suggestions regarding the ways in which food marketers can act in a more ethical and socially responsible manner, and that consumers themselves have certain responsibilities.

Summary
This paper discusses the implications of three weeks of children's commercial morning television in which 212 food advertisements were aired. Food advertising comprised 22.3% of ads sampled and 30 food campaigns were identified. Reflecting previous Australian quantitative content analyses, the most frequently advertised foods were those cautioned in the Australian healthy eating guidelines (NHMRC 2003), with advertising messages communicating numerous themes disregarding healthy eating practices.

Summary
This paper describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.

Summary
This comment piece is a response from Tim Ambler of the London Business School to the paper ‘International food advertising, pesterpower and its effects’, published in IJA 25, 4.