by Barry Marcus

Created on: June 13, 2009   Last Updated: June 24, 2009

Marketers of fast foods know that the most effective campaigns are those that target children. Cigarette manufacturers have long been aware that the younger the target, the greater the chance of capturing a life-long customer. Drug dealers work on the same principle. Children are vulnerable and more likely to succumb to the temptation.

Children are born with enquiring open minds ready to learn and absorb all they can. They are trusting and have little basis to distinguish the true from the false. A young child is unable to distinguish between the real world and the fantasy world of television advertising. Children are gullible and trust what they hear.

Child-centred fast food marketing campaigns are little more than the ruthless exploitation of a vulnerable market. These marketing campaigns' primary objective is to get the children to nag their parents into submission. Children become the surrogate marketers of fast food restaurants.

Parents are placed under immense pressure by their children to relent. Children believe that their parents are unfair to say no. Parents, often feeling guilty that their demanding careers do not allow them to spend more time with their children, give in. Few are fully aware of the harmful nature of these foods.

The negative effects of child-centred marketing campaigns are more serious than is often acknowledged. Parents that succumb to the pressure face the risk of subjecting their children to long-term obesity, ill health and fast food addiction.

What child is able to resist the free toy that is awarded for every kiddie's meal? The facilities at the fast food restaurants for children and the low prices of the children's menu make the fast food restaurant into an appealing place to bring the family.

Fast food has become the order of the day for many children in today's society. Many School tuck shops have changed their menus to serve junk food rather than more traditional fare. Burgers, fried chicken and pizzas have taken over. These are foods that are high in fats, salt and sugar. Children are unaware of what goes into the junk food they so readily consume. All they know is that these foods taste good and leave them craving for more.

Marketing campaigns do not mention the MSG, preservatives, colorants, high fat and sugar content that contribute to the look and taste of these foods. They do not mention the health risks of obesity and allergies that have become closely associated with these foods.

Fast food addiction begins

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