Parents’ Perceptions Of Food Advertising Aimed At Children On Television: Exposure, Influence And Regulations

Abstract

The purpose of this work is to investigate the perceptions of parentsabout advertising of food to children on television. The theoreticalresearch includes a review of marketing to children, the analysis ofinfluential factors, the influence of food advertising aimed atchildren, the perceptions of the parents and the issue of regulation ofthis area of advertising. The empirical research conducted via aquestionnaire to the parents does not confirm the connection between thetime spent in front of the television and the behaviour of children, butit does indicate at the negative attitudes of parents about advertisingof food that influence their moderately restrictive attitude on theprohibition of such advertising.