Product details

This case provides an overview of the marketing of junk food (food with limited nutritional value) to children across the world, and the role of government regulations and industry self-regulation. The case looks into the concerns raised by consumer groups and health organisations the world over, due to the increasing levels of childhood obesity which have reached alarming proportions. Junk food manufacturers like McDonald's, Kraft Foods, PepsiCo, and Coca-Cola have come under intense pressure to withdraw advertisements and promotional campaigns that target children. The case also gives a brief account of the arguments put forward by the Alliance for American Advertising, in defence of the rights of companies to advertise to children. This case also discusses the regulations framed by governments in Europe and Australia, and the initiatives taken by the junk food manufacturers to control obesity in children. It looks at some of the promotional campaigns these companies have designed to motivate children to adopt healthier lifestyles.