Objective: To investigate marketing techniques used on the packaging of childoriented products sold through supermarkets. Design: Food and beverage products which met criteria for 'marketed to children' were recorded as child-oriented. The products were analysed for food categories, nutritional value, and type and extent of marketing techniques used. Setting: A major supermarket chain in Adelaide, South Australia. Subjects: Child-oriented food and beverage products. Results: One hundred and fifty-seven discrete products were marketed to children via product packaging; most (75?2 %) represented non-core foods, being high in fat or sugar. Many marketing techniques (more than sixteen unique marketing techniques) were used to promote child-oriented food products. Claims about health and nutrition were found on 55?5 % of non-core foods.

This article describes and evaluates some of the criteria on the basis of which food advertising to children on television could be regulated, including controls that revolve around the type of television programme, the type of product, the target audience and the time of day. Each of these criteria potentially functions as a conceptual device or "axis" around which regulation rotates. The article considers examples from a variety of jurisdictions around the world, including Sweden and Quebec. The article argues that restrictions centring on the time of day when a substantial proportion of children are expected to be watching television are likely to be the easiest for consumers to understand, and the most effective in limiting children's exposure to advertising.

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This article applies the United Nations Convention on the Rights of the Child to the regulation of food advertising for the prevention of childhood obesity, evaluating the advertising regulation in six jurisdictions against the principles of the Convention. It finds that the Convention would support strict regulation of food advertising for the prevention of childhood obesity; and in particular that such regulation would be appropriate to the model of co-operation between the state and parents that the Convention posits. The article also raises the question whether the grooming of children as consumers through advertising might be a form of economic exploitation.