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Childhood Obesity - Food Advertising in Context (2004) is the most objective, comprehensive research project conducted to date on the influence of food advertising in the context of modern life. The research was made up of various strands. It included:

• Interviews with more than 2,000 children, parents, teachers and nutritionists
• A review of the academic research (including Hastings, et al. and Paliwoda and Crawford, see below)
• Data from other studies, including details of family eating habits
• Analysis of audience data to assess children's viewing habits
• Analysis of the food advertising market, including size, adspend and creative approaches used.

It concluded that television advertising does have an influence but that its influence is likely to be small in relation to other factors such as parents, peers and education. Therefore, a total ban on all food advertising would be "ineffective and disproportionate" although there is a need to tighten specific rules.

More on this topic

• Further specific research projects

More briefing papers

• Advertising to children
• The role of the advertising industry
• International comparison on advertising food to children
• The Regulatory Framework for children's advertising
• What parents and adults think about advertising to children

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