Children are surrounded by ubiquitous forms of unhealthy food marketing at home and in schools. The US Department of Agriculture now restricts food and beverage marketing that does not meet Smart Snacks in School standards. School superintendents, as districts’ top administrators, play a critical role in ensuring marketing policies are implemented and adhered to; however, there is limited research involving this stakeholder group. The current study examined superintendents’ perspectives on food marketing in schools and the marketing provision in wellness policies, as well as experiences with the implementation of such policies.

Qualitative focus groups and follow-up interviews (with focus group participants) were conducted by trained researchers.

Focus groups occurred at The School Superintendents’ annual meeting; follow-up interviews were over the telephone.

Superintendents and assistant superintendents (n 39) from twenty-three states participated. Interviews were recorded and professionally transcribed; transcripts were team-coded in Atlas.ti using an iteratively revised coding guide to facilitate theme generation.

Despite common concerns that marketing to children was ‘insidious’, superintendents reported a wide range of food and beverage marketing policies. In addition, the main issue is fundraising – such as ‘restaurant nights’ – that results in marketing that occurs on- and off-campus and afterschool.

Discrepancies between perspectives and practices point to the challenges that superintendents face with budgetary constraints, as well as relationships with parent–teacher organisations. These findings provide important insights about superintendents’ perspectives and challenges, particularly for government and child health advocates supporting school districts, to implement these policies.