The attempts towards regulation of fast food marketing targeting children have been perceived as the most excellent move for the policymakers and their states. However, there is an emerging argument which has been advanced against the regulation of the adverts which target children such as junk food. In recent years there has been a movement championing the introduction of regulation to the fast food advertisements which mainly target children.
Conversely, a much stronger argument oppose these regulation has been on the rise. These arguments perceive advertisements as channels for informing the decisions of the members of the public including the children (Gunter, 2016). Children are able to display an elevated level of skepticism and nurture preferences and opinions concerning contents of various commercials. Unlike tobacco, junk food has the feature of responsible marketing and consumption. No harm can come in the lives of the children or adults who use junk food in moderation (Gunter, 2016). For instance, McDonald’s is known the world over for their efforts in doing what is right by incorporating social responsibility into their company’s objectives (aana, 2010). Hence, the advertising industry is keen on maintaining the children programming but keener on their social responsibility to the children.
According to studies, there is no substantiated claim that junk food in children causes obesity. The studies with the claims that a link between the two exists do not take all factors into consideration. Hence, the advertising of the junk foods should not be used as a link between the children and obesity since the perspective is based on a randomized control study conducted not less than 30 years ago.
Accordingly, these debates can be solved by letting the existing self-regulation strategies in the industry to regularize the advertisement of food to children. These regulations are sufficient as they will control the type of advertisement and the way these advertisements are presented to the public. As a result of the self-regulation, the advertisements would not contribute to the weight gain and obesity status of the children.
aana. (2010). Retrieved from http://www.aana.com.au/documents/McDonaldsActionPlan2.pdf
Gunter, B. (2016). Food Advertising: Nature, Impact, and Regulation. New York: Springer.