Esther Rozendaal is an Associate professor of Communication and Behavioural Change in the Erasmus School of Social and Behavioural Sciences at the Erasmus University, the Netherlands. Her research focuses in large part on how children can be empowered to deal with advertising and media in a responsible, autonomous, and conscious manner. In addition to her research and educational activities, Esther focuses on bridging the academy-society divide. With academic partner Moniek Buijzen she initiated Bitescience.com.