Responsibile marketing to children and their families

Purpose Discusses the role of food marketing to children and how responsible marketing may facilitate healthy foodways. Design/methodology/approach Reports research on children as consumers and the consumer socialization process, where the role of media and brands are stronger influencing agents than before. Describes the criticism against child advertisements and the use of entertainment in marketing to children, especially in positioning unhealthy food products. Continues with describing the industry’s response in terms of conducting responsible marketing through self‐regulation. Findings Suggests that healthy food habits can be facilitated by making healthy food available, by promoting well‐being and through making healthy food entertaining. Several aspects in children’s experiences of fun ought to be considered in the marketing process. Responsible acting among producers and marketers is a way of forming emotional relationships and thus of creating consumer loyalty. Practical implications Several parallel actions are suggested to establish healthy food habits; consumer education among children along with legal restrictions and responsible marketing. The cultural meaning of food makes a subject for future research on promoting healthy food habits. It is further suggested that marketers, teachers and nutritionists should learn from each other to establish healthy eating among children and their families. Originality/value Responsible marketing in making healthy food attractive to children and their families makes an advantageous alternative satisfying both industry and consumer needs in the long run.