Research into the effect of advertising on the eating habits of children
| Authors | |
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| Year of publication | 2010 |
| Type | Article in Proceedings |
| Conference | Řehulka, E. (ed.). SCHOOL AND HEALTH 21 Health Education: International Experiences |
| MU Faculty or unit | |
| Citation | |
| Field | Pedagogy and education |
| Keywords | children – obesity – eating habits – prevention – advertising – marketing – self-regulation – POLMARK |
| Description | This paper is devoted to the effect of advertising on the eating habits of children, and presents information about research conducted into this matter in the Czech Republic. Advertising is, along with the influence of the child’s family, school and (later) contemporaries, considered one of the principal factors influencing a child’s present and future eating habits and its preferences in food selection. For this reason the European Commission, which considers solving the problem of increasing obesity and its associated diseases one of its key priorities, sees more thorough regulation of marketing and advertising aimed at children as one of the possible paths to be taken. Within the framework of preparation of appropriate measures, it therefore initiated the extensive international research project POLMARK (Assessment of POLicy options for MARKeting food and beverages to children), in which Masaryk University participated as representative of the Czech Republic in co-operation with another ten countries. The purpose of this research was not merely to survey the legislation, guidelines and regulations relating to marketing and advertising in the individual member countries, but first and foremost to gather information on the opinions of key individuals and institutions (stakeholders) on this issue. The results will contribute towards the revision of marketing management planned by the European Commission in the year 2010. |
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