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 banning of the adverts which target children such as junk food. These perspectives challenge that the 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 the responsible consumers as they have different preferences to different products especially TV shows and commercials.
Junk foods, unlike tobacco, have the aspect of responsible marketing as well as consumption. Children or even the 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 that of Cadbury Company who are known globally for their products which can be included in an individual’s lifestyle for balancing 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 from 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 the 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.
References
Cadbury. (n.d.). Retrieved from Marketing Code of Practice: http://www.cadbury.com.au/admin/file/content2/c7/Our%20Marketing%20Code.pdf
Sandra Moriarty, N. D.-S. (2014). Advertising: Principles and Practice. Melbourne: Pearson Australia.
