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Consumers are not always passive in receiving the messages and goals of advertisers. In some cases, people spur a backlash against the aims of advertisers, specifically when the marketing is geared towards susceptible children. Purveyors of unhealthy food are particularly susceptible to societal outcry. Many concerned citizens state companies offering unhealthy food should be regulated with regard to their advertising tactics. Frank Trentmann, author of the book, 'The Making of the Consumer,' explains that the National Family and Parenting Institute is one group that advocates banning fast food advertising to kids. They explain the reason is due to the susceptibility and malleability of a child's mind.
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