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With increasing levels of child obesity, the food industry and its advertising techniques are ever more in the centre of public and academic discussion. While such discussion is complicated by the subjectivity of ethical understanding, the existing body of research also lacks evidence for the actual effects of child-directed advertising. In order to advance a solution in the persisting conflict, this paper critically examines public, governmental and corporate responsibilities. A reflection of theoretical and empirical research is therefore complemented by the collection of primary data drawn from qualitative interviews with children and their parents. As means of implications for practice, the author drafts an organisational concept, namely the Initiative for the responsible use and creation of children s food advertising .

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Anna Lena Hallmann was born in Berlin in 1988. In 2012, she completed her Bachelor studies in International Business Management with a Double-Degree from both the Berlin School of Economics and Law and the University of the West of England. During her studies the author found particular interest in Marketing Communications and chose her major accordingly. Complementary to her academic occupation with the field, the author gathered practical experience during internships and part-time jobs in Marketing, Media and Advertising. Her work experience and her interest in ethical issues associated with the branch inspired the author to take on the subject discussed in the paper on hand.

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