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PurposeThe purpose of this paper is to discuss the range of potential influences on children's food choices, while suggesting that recent restrictions on advertising of some foods may not be as effective as expected. It aims to use home‐delivered food promotional materials to illustrate the types of promotional activity that are not covered by recent regulatory actions.Design/methodology/approachAll food promotional leaflets and flyers delivered to households over a four‐month period were analysed in terms of their overall content and whether healthy options were included in the content or in special promotional offers.FindingsThe study finds that 90 per cent of the material featured foods whose advertising would potentially be restricted if it were placed in media for which regulations were tightened in early 2007. Few included healthy options in menus – and none offered these as part of their special promotions.Research limitations/implicationsMaterial was collected from only one area of a large English city; however it is reasonable to assume that the type of material received is broadly representative of the material likely to be distributed across the UK and possibly other countries as well.Practical implicationsIncreased restriction of advertising of some types of food products does not address myriad influences on children's food choices. If the restrictions fail to deliver the expected benefits, further restrictions are likely to follow, but concentrating on one potential factor in isolation while failing to consider the wide range of influences on food choices means that even tighter restrictions are unlikely to achieve the intended results. Policy makers should consider the wider environmental factors that may influence food choices, and the development of health promotion strategies that reflect a more holistic and integrated approach than is currently occurring.Originality/valueThere are few studies of the potential impact of factors other than advertising. The findings of this study suggest that lobbyists, policy makers and advertisers alike should take a more holistic view of potential influences on dietary choice.

by Tam Yuen-chiu, Stephen. ; Thesis (M.B.A.)--Chinese University of Hong Kong, 1994. ; Includes bibliographical references (leaves 50-52). ; ACKNOWLEDGEMENTS --- p.i ; ABSTRACT --- p.ii ; TABLE OF CONTENTS --- p.iv ; LIST OF TABLES --- p.vi ; CHAPTER ; Chapter I. --- INTRODUCTION --- p.1 ; Objectives --- p.2 ; Chapter II. --- METHODOLOGY --- p.3 ; Secondary Research --- p.3 ; Primary Research --- p.4 ; Definition --- p.6 ; Limitations --- p.8 ; Chapter III. --- THE FAST FOOD INDUSTRY IN HONG KONG --- p.9 ; Fast Food Industry Background --- p.9 ; Hong Kong Fast Food Chains With China Operations --- p.13 ; Hong Kong Fast Food Chains Without China Operations --- p.17 ; Chapter IV. --- FOREIGN FAST FOOD CHAINS IN CHINA --- p.18 ; An Overview of the Retail Market Environment in China --- p.18 ; Historical Development and Present Situation of Foreign Fast Food Chains --- p.20 ; Chapter V. --- SUMMARY OF IN-DEPTH INTERVIEWS --- p.26 ; Importance of China Business --- p.26 ; Entry Motives --- p.29 ; Forms of Entry --- p.30 ; Problems Encountered --- p.32 ; Attitude Toward Political Risks of the Tiananmen Incident --- p.36 ; Competitive Advantage of Foreign Fast Food Chains in China --- p.38 ; Business Results to Date Measured Against Expectations --- p.39 ; Major Improvements Expected by Foreign Fast Food Chains --- p.40 ; Chapter VI. --- CONCLUSIONS --- p.42 ; APPENDICES --- p.43 ; BIBLIOGRAPHY --- p.50

AbstractThis research investigates the complex relationships between fast‐food addiction (FFA) and fast food‐anti‐consumption (FFAC). Specifically, we propose an intervening process through which FFA turns into FFAC. Using a randomised sample of 437 respondents from Sichuan Province, China, this study tests how concern about obesity and chronic disease arising from FFA can lead to FFAC. Consistent with published research, we find that consumers' situations (availability of fast‐foods, attitudes towards food) coupled with food‐based advertising practices are positively associated with FFA. Health concerns and food waste (FW) enhance negative feelings and motivate consumers to find ways to overcome FFA. As a result, consumers exhibit FFAC to overcome health concerns and undesirable mental states positively correlated with FFA. Our research offers new insights into the processes that drive FFAC and provides a robust guide for policymakers, applied psychologists, consumers, and food marketers who can use health‐related marketing appeals to limit the binge eating of unhealthy foods.

Childhood obesity is rising in Taiwan and is becoming a major public health issue. This article examines the effect of children's TV viewing and fast‐food consumption on childhood obesity. Using a nationwide survey data in Taiwan and a two‐step estimation procedure, our results show that TV viewing hours and fast‐food consumption are correlated. After controlling for the endogeneity, we find these two activities positively contribute to children's body weight and the increased risk of being overweight. Results suggest that public health/childhood obesity programs should educate parents of the critical influence of TV viewing and fast‐food consumption on childhood obesity. The government can also encourage the fast‐food industry to develop and sell healthier foods for children and provide point of sale nutritional information of these products. (JEL I12, I18)

PurposeTo explore mothers' attitudes to fast food companies' use of toy premiums as a marketing technique.Design/methodology/approachTwo focus groups and 12 individual interviews were conducted with 21 mothers of young children.FindingsThe mothers considered toy premiums to be a highly effective form of marketing targeted at their children. Such purchase incentives stimulate a constant barrage of requests that parents must manage.Research limitations/implicationsIf parents are to successfully perform their role of food providers to address escalating rates of childhood obesity, they need assistance to counter‐balance the highly effective forms of marketing being employed by fast food companies.Practical implicationsThe findings have relevance for public policy makers in their efforts to assess the impacts of various promotional activities targeted at children. They are also useful for food marketers as they suggest how product offerings may be differentiated to better meet parents' preferences.Originality/valueVery little research has examined parents' attitudes to specific marketing techniques aimed at children. Understanding the impacts of these techniques on parents' feeding practices is critical in obtaining an appreciation for how parents can better manage their children's diets to address rapidly escalating rates of childhood obesity.