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Clinical Medicine: Pediatrics

Synopsis: An open access, peer reviewed electronic journal that covers diagnosis, management and prevention of conditions specific to childhood and adolescents.


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About this journal

ISSN: 1178-220X


Aims and scope:

Clinical Medicine: Pediatrics is an international, open access, peer reviewed journal which considers manuscripts on all aspects of the diagnosis, management and prevention of disorders specific to children and adolescents, in addition to related genetic, pathophysiological and epidemiological topics.

Editorial standards and procedures:

Submissions, excluding editorials, letters to the editor and dedications, will be peer reviewed by two reviewers.  Reviewers are required to provide fair, balanced and constructive reports.  

Under our Fairness in Peer Review Policy authors may appeal against reviewers' recommendations which are ill-founded, unobjective or unfair.  Appeals are considered by the Editor in Chief or Associate Editor.

Papers are not sent to peer reviewers following submission of a revised manuscript. Editorial decisions on re-submitted papers are based on the author's response to the initial peer review report.

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This journal is indexed by:

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National Institutes of Health Public Access Policy compliant:

As of April 7 2008, the US NIH Public Access Policy requires that all peer reviewed articles resulting from research carried out with NIH funding be deposited in the Pubmed Central archive.

If you are an NIH employee or grantee Libertas Academica will ensure that you comply with the policy by depositing your paper at Pubmed Central on your behalf. 



 
 
 


Beyond Television: Children’s Engagement with Online Food and Beverage Marketing

Authors: Jennifer Brady, Amber Farrell, Sharon Wong and Rena Mendelson
Publication Date: 18 Jul 2008
Clinical Medicine: Pediatrics 2008:2 1-9

Jennifer Brady, Amber Farrell, Sharon Wong and Rena Mendelson

School of Nutrition and Food, Ryerson University, Toronto, Ontario, Canada.

Abstract

Background: Food and beverage marketing has been implicated in the childhood obesity “pandemic.” Prior studies have established the negative impact of television advertising on children’s dietary intake, yet few have considered the role of online food and beverage marketing, particularly within the Canadian context.

Objective: This study explores children’s engagement in online marketing and investigates the potential impact on their dietary intake.

Methods: Participants were recruited from the Ryerson University Summer Day Camp to participate in a single one-on-one semi-structured interview.

Results: A total of 83 children (age 7 to13 years; mean 9.99 years; 56.3% boys, 43.8% girls) participated in the study. Fewer children thought that there is food, drink, or candy advertising on the internet (67.7%) than on television (98.8%) (p 0.001). Awareness of online marketing increased with age: 7 to 8 year olds (23.67%; 4), 9 to10 years (63.89%; 23), 11 to12 years (86.96%; 20); 13 years (100%; 9). Over one-third of children had visited a website after seeing the address advertised on television (n = 32; 38.55%) or on product package (n = 29; 34.94%).

Conclusions: Branded internet sites, commonly featured on television and product packaging, offer new opportunities for marketers to reach children with messages promoting commercial food and beverage items. These websites are subsequently spread via word-of-mouth through children’s peer networks. The independent impact of web-based food, drink and candy marketing, as well as the synergistic effect of multi-channel product promotion, on children’s dietary intake merits further investigation.



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