The UK is commencing with the regulation of nutritionally problematic food advertising in respect to child audiences. This applies to foods that are deemed to be excessive in salt, fat and/or sugar. The assumption is that reduced exposure to such advertising by children will reduce demand and subsequently consumption, in a bid to reduce obesity\ud This paper concerns twelve year old children’s reflection upon the regulation of food advertising. Parents emerge as the major influence upon their diet, advertising a minor influence. Moreover, children’s food preferences appear to be driven by taste, and therefore by product development rather than advertising
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