International Journal of Innovation and Scientific Research
ISSN: 2351-8014
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Role of food marketing in childhood obesity

Volume 16, Issue 2, July 2015, Pages 409–415

 Role of food marketing in childhood obesity

Pooja Gupta and Christian Bach

Original language: English

Received 28 April 2015

Copyright © 2015 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


Childhood Obesity has come across as one of the rampant health concern in United States. The causes engendering to childhood obesity are multifactorial but food companies are often criticized. Particular attention has been focused on the aggressive food marketing stunts adopted to lure children. Comprehending these marketing strategies is of major importance in combating this problem. Employing a comprehensive literature review on marketing food to children and their impacts create the crux of this article The tactics embraced by companies include advertisements through Television, Internet and Advergaming, In-school marketing; these strategies influence children's dietary consumption, eating preferences and purchase requests. A lot of emphasis needs to be given on self-regulations, policy implications and government intervention to demonstrate stealth advertising and promote healthy lifestyle amongst children. Although a large body of research advocates the direct connection between food advertising to children and obesity but nothing has been grounded so far.

Author Keywords: Obesity, Television, In-school marketing, Internet, Advergaming, Policies and Self-Regulations.

How to Cite this Article

Pooja Gupta and Christian Bach, “Role of food marketing in childhood obesity,” International Journal of Innovation and Scientific Research, vol. 16, no. 2, pp. 409–415, July 2015.