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IT'S CHILD'S PLAY: ADVERGAMING AND THE ONLINE MARKETING OF FOOD TO CHILDREN

In 2008, the price of green power for residential customers in utility programs ranged from -1.0¢/kWh (a savings compared to standard service) to 8.8¢/kWh above standard electricity rates, with an average premium of 1.8¢/kWh and median of 1.5¢/kWh. These premiums have been adjusted to account for any fuel-cost exemptions granted to green power program participants. 16 In 2008, the utility programs with the lowest premiums for energy derived from new renewable sources had premiums ranging from -1.0¢/kWh (a savings) to 0.9¢/kWh. On average, consumers spend about $5.40 per month above standard electricity rates for green power through utility. | THE HENRY J. KAISER FAMILY FOUNDATION It S Chilli s Play Advergaming and the Online Marketing of Food to Children July 2006 The author would like to thank James Wilkie Kyle Chamberlin Victoria Blainey Barbara McDonald and Nicole Horne for their time dedication and many contributions to this project. At the Foundation the project was directed by Victoria Rideout vice president and director of the Foundation s Program for the Study of Entertainment Media and Health. THE HENRY J. KAISER FAMIiy FOUNDATION It c Rhilri c Plau- Adyergamingand II0 ullllll rldj. Online Marketing of Food to Children A KAISER FAMILY FOUNDATION REPORT ELIZABETH S. MOORE ASSOCIATE PROFESSOR OF MARKETING UNIVERSITY OF NOTRE DAME JULY .