Buy What is Advertised on Television? Evidence from Bans on Child-Directed Food Advertising

  title={Buy What is Advertised on Television? Evidence from Bans on Child-Directed Food Advertising},
  author={Rui Huang and Muzhe Yang},
  journal={Journal of Public Policy \& Marketing},
  pages={207 - 222}
The authors examine whether the Children's Food and Beverage Advertising Initiative (CFBAI), the food industry's self-regulatory program that restricts child-directed advertising, has been effective in reducing children's advertising exposure and in changing household purchasing behaviors. During 2006–2008, Hershey's, Mars, and Cadbury Adams implemented their CFBAI pledges. The current findings indicate that CFBAI implementation reduced purchasing frequency by households with children of… Expand
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