Putting brands in their place

Abstract

Discusses the hot topic of anti‐brand activity, in particular the dangers of treating children as mini‐adults in marketing, and the issue of anti‐fast food campaigns; the article is based on a speech of Malcolm Earnshaw, Director General of the ISBA. Summarises some current press coverage which is critical of the advertising industry given the growing problem of child obesity, and the resulting adverse impact of this hostile coverage on companies like McDonalds; the campaigns link up with the anti‐globalisation movement. Urges corporations to consider fully the social as well as the financial effects of their activities.

Citation

Pillot de Chenecey, S. (2003), "Putting brands in their place", Young Consumers, Vol. 4 No. 2, pp. 47-50. https://doi.org/10.1108/17473610310813807