Marketing to Children...Too Far?

Marketing to Children

According to the theory of societal marketing, need to meet the needs and wants of customer, but in a way that will improve their well- being. Unfortunately we do not live in a perfect world; and company's only create to invest in what will turns a profit, regardless of the target market. 

Imagine growing up in a world with no Ronald McDonald, Paddle Pop Lion and Freddo Frog? According to some health organisations, these cartoons are luring children to unhealthy products. The article above discusses how there should be a federal ban on marketing direct to children (Gough, 20012). It is undeniable that these cartoons, packaging and television time-slot have an effects on children wanting products that are deemed unhealthy. With the constant increase in computer games and technology, obesity and weight issues have been a global concern. In 2007-2008, 25% (National Health Survey, in Department of Health and Ageing, 2007) of children were categorised as fat or obese. Evidently there seems to be a social issue with weight in our society.

Parents and Unhealthy Food for Children

However, I argue that parents need to control what their children consume. I know it is difficult, especially due to the bombardment of marketing. But when I was growing up, my mom was very strict on me diet- I had to eat all my vegetables and was only allowed to eat one chocolate every second day. Everyday my mum packed my food for school and cooked me dinner, thus had complete control of what I ate everyday. She would allow me to eat junk food, but moderately. 

"Having lost 12 kilos, when I was in my 20s. I understand that eating everything moderately is the only way to maintain a healthy lifestyle. We all deserve to 'spoil ourselves' a little bit now and then."

Unfortunately it is very hard to teach children how to eat moderately, this need's to be shaped by their parents. Children's biggest role-models are their parents, hence parents need to show their children to develop a healthy relationship with food. I was fortunate that my mom taught me, and wish that all children had this in their lifestyle. Now I am not saying that is easy, but needs to be encouraged.         

We've all seen children in the supermarket crying and begging their parents for something they have seen on television. Usually these packages have been put in places where it is easy to reach for children, because at the end of the day it is their target market. But I do not think is fair to make company's comply with plain packaging of their products because their target market is children. At the end of the day, regardless of their age children need to taught the difference between right and wrong- and that we are not able to have them hidden, because as they grow up they will be  facing marketing in different respects to food, and need to learn how to confront it. 

"Food is a long-term relationship that children will be developing all their life. So lets make it a positive and healthy relationship by having parents to structure this relationship."

What do you think? Please comment and share!  

Reference

Gough, D. 2012 Cartoon face of fatty food draws call for federal ban, [online] Available from http://www.brisbanetimes.com.au/lifestyle/diet-and-fitness/cartoon-face-of-fatty-foods-draws-call-for-federal-ban-20121225-2bvfm.html (Accessed 29/12/12) 

National Health Survey in Department of Health and Ageing, Overweight and obesity in Australia, 2012 [online] Available from http://www.healthyactive.gov.au/internet/healthyactive/publishing.nsf/Content/overweight-obesity (Accessed 29/12/2012)