“…It is unlikely to decline in the near future and growing up in a saturated marketing environment is considered to be the norm (Montgomery & Chester, ). Marketers’ more extended outreach to children, which started to occur since the 1990s (Schor, ) and increasing childhood obesity rates (Gupta, Goel, Shah, & Misra, ; Lobstein, Baur, & Uauy, ) have sparked a debate about the appropriateness of advertising to children (Moses & Baldwin, ), highlighting the importance of healthier behaviors among young consumers (Lowe, Fraser, & Souza‐Monteiro, ). Over time, this debate has resulted in a more stringent regulation of advertising in a few countries (Galbraith‐Emami & Lobstein, ) and the introduction of industry self‐regulation codes in others (Hingle, Castonguay, Ambuel, Smith, & Kunkel, ; Roberts, Pettigrew, Chapman, Miller, & Quester, ).…”