Food Advertising Targetting Young Consumers- What Do Parents Think

Purpose – This study aims to highlight the parents' viewpoints regarding the measures which can be adopted to curb the harmful impact concerning food advertising. Design/Methodology/Approach – A descriptive research design of children (aged 5-12 years) and a survey of the parents of the concerned children was undertaken. Findings – Parents believed that by encouraging children towards sports/ physical activities and through various regulatory measures the negative impact of advertising could be restricted. Research Limitations/Implications – This research shows that various steps could be adopted to restrict the negative impact of food advertising on children that can be considered to undertake future research to provide more in-depth understanding of the impact of advertising on children's preferences for food and health. Originality/value – The findings highlight the measures required to be adopted to decrease the negative impact concerning food advertising upon children