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This legal issue brief focuses on “pester power” food and beverage marketing, in which young children are targeted by marketers in an effort to get them to encourage their parents to purchase products for them. In the brief, pester power marketing is analyzed under existing state consumer protection laws and two primary legal theories: (1) pester power marketing as unfair “indirect” marketing to parents; and (2) pester power marketing as unlawful direct marketing to children.
Published: September 2011
ID #: 66968
Publisher: The Public Health Advocacy Institute
Authors: Wilking C
Keywords: Digital marketing, Fast food, Food advertising, In-store marketing, Legal, Media, Point-of-decision prompts
Age Groups: Elementary-age children (grades K to 5), Preschool-age children (ages 3 to 5), Young adolescents (grades 6 to 8)
Focus Area: Food Marketing
State: National
Resource Type: Research Brief
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