Analytical essay that critically engages with a contemporary issue in advertising

Does advertising self-regulation work when it comes to fast food advertising to kids

Abstract

Fast food advertising as a cause of obesity in children remains a debatable issue , albeit the weight of evidence supports a causal link This has not slowed down the growing concern over fast food advertising to children . To address this concern , the advertising industry opted for self-regulation . This was also the preference relative to stricter regulation . The issue that emerges is the effectiveness of self-regulation relative to fast food advertising to children and addressing the problem

of childhood obesity . The discussion considered reports on the effectiveness of self-regulation by specifically focusing on the AANA Code for Advertising Marketing Communications to Children .Keywords : self-regulation , advertising to children , fast food

Introduction

Advertising of fast food to children emerged as an explanation for obesity in children . While adult consumers have the choice to select the food and quantity they consume , such as whether to consume fast food of a given quantity and frequency , the same expectation cannot apply to children , who comprise a vulnerable group relative to advertising content (Story French , 2004 . Children are likely not to have the cognitive capacity to discern and make rational judgments over the content and persuasive techniques of fast food advertisements (Gunter Oates Blades , 2005

There are a number of statutes regulating advertising to children based on the principle of consumer protection (Le Guay , 2003 Mello , 2010 However , there is still call for stricter regulation of advertisements for children by the health and...