Academic Master

Human Resource And Management

Argument Opposing The Regulation Of Child-Targeted Fast Food Marketing

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 that has advanced against the banning of advertisements that target children, such as junk food. These perspectives challenge the idea that advertisements are important to all age groups as they inform them of the new products in the market, which gives the public the opportunity to make informed decisions concerning their next purchases. Children are also part of responsible consumers as they have different preferences for different products, especially TV shows and commercials.

Junk foods, unlike tobacco, have the aspect of responsible marketing as well as consumption. Children or even adults are able to enjoy their junk food in moderation without any harm to their physical health, psychological health or any other aspect of life. One example is Cadbury Company, which is known globally for its products, which can be included in an individual’s lifestyle to balance the diet and as treats (Cadbury). Studies have found that the link between junk food and obesity is unsubstantiated because all factors, especially the risk factors, were not considered. The conclusion that obesity is directly linked to junk food is mainly based on one randomized study conducted more than 30 years ago today (Sandra Moriarty, 2014). Therefore, despite the first responsibility of the advertisers to sell, they are obliged to sell effectively.

Consequently, the solution to the debate is not to impose regulation of fast food marketing, which targets children, but to allow for self-regulation to prevail in the market. The existing self-regulation strategies are sufficient for ensuring that the type and manner in which food is advertised to the public, especially to children, do not directly or indirectly contribute to weight gain and obesity.


Cadbury. (n.d.). Retrieved from Marketing Code of Practice:

Sandra Moriarty, N. D.-S. (2014). Advertising: Principles and Practice. Melbourne: Pearson Australia.



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