There has been considerable debate over whether exposure to food advertising affects incidence rates of childhood obesity. While the positive correlation between the hours of television viewed, body mass index, and obesity incidence has been documented, the exact mechanisms through which this occurs are still being investigated. Recently, there has been an increase in calls to ban junk food advertisements aimed at children as these ads have been found (findings published in Pediatrics) to increase children's appetites for sweet and high-fat foods. While these types of foods are not only unhealthy for our children's growing bodies, they are unhealthy for their growing teeth!
- It has been estimated that the average child currently views more than 40,000 commercials on television each year
- More than 50 percent of television advertisements directed at children promote foods and beverages such as candy, convenience foods, snack foods, sugar sweetened beverages and sweetened breakfast cereals that are high in calories, fat, and sugar and low in fiber and nutrient density. (http://aspe.hhs.gov/health/reports/child_obesity/)
Below is part of the Article "Television ads for junk food really do make children hungry for those treats, especially if they watch a lot of television, according to a study" from Reuters.com
Reporting by Amy Norton at Reuters Health; editing by Elaine Lies
In tests with 6- to 13-year olds, researchers led by Emma Boyland of the University of Liverpool in the UK found that a DVD featuring commercials for fast food and junk food seemed to [enhance] children's appetites for sweet and high-fat [food.]
The children involved in the research reported a greater desire for sweet and fatty foods after viewing the junk-food ads compared to days when they watched commercials for toys.
This was especially true for children who usually watched a lot of TV in their everyday lives, with "a lot" defined by the researchers as over 21 hours a week. But researchers said the effects of the food ads were modest, making only a small difference in the average number of food items the children said they wanted "right now."
On average, kids wanted more high-carb, high-fat foods after watching food commercials. In real life, as well, a lot of other factors would be at work, including parents' willingness to buy those foods, which makes it impossible to fully and experimentally study the effect of ads and childhood obesity.
"This study confirms the cumulative, sustained effect of food marketing on TV: the more children watch TV, the more susceptible they are to advertising," said Lori Dorfman, who directs the Berkeley Media Studies Group in California and has studied food marketing to children.
"This might not be so bad if food marketers put their best foods forward, but they don't," Dorfman, who did not take part in the study, told Reuters Health by email.
Dorfman noted that children now watch TV on their computers and mobile gadgets as well as at home on TV, which can add up to a lot of hours. Dorfman said that parents should limit TV time, but added that they need help. "It's simply not fair to expect parents alone to counter the $2 billion food companies spend each year targeting their kids with fun, irresistible ads for sugary, high-fat, salty foods," she added.
The children involved in the research reported a greater desire for sweet and fatty foods after viewing the junk-food ads compared to days when they watched commercials for toys.
This was especially true for children who usually watched a lot of TV in their everyday lives, with "a lot" defined by the researchers as over 21 hours a week. But researchers said the effects of the food ads were modest, making only a small difference in the average number of food items the children said they wanted "right now."
On average, kids wanted more high-carb, high-fat foods after watching food commercials. In real life, as well, a lot of other factors would be at work, including parents' willingness to buy those foods, which makes it impossible to fully and experimentally study the effect of ads and childhood obesity.
"This study confirms the cumulative, sustained effect of food marketing on TV: the more children watch TV, the more susceptible they are to advertising," said Lori Dorfman, who directs the Berkeley Media Studies Group in California and has studied food marketing to children.
"This might not be so bad if food marketers put their best foods forward, but they don't," Dorfman, who did not take part in the study, told Reuters Health by email.
Dorfman noted that children now watch TV on their computers and mobile gadgets as well as at home on TV, which can add up to a lot of hours. Dorfman said that parents should limit TV time, but added that they need help. "It's simply not fair to expect parents alone to counter the $2 billion food companies spend each year targeting their kids with fun, irresistible ads for sugary, high-fat, salty foods," she added.
What Other Countries are Doing to Regulate "Junk Food" Advertising Towards Children
- United Kingdom: Children's Food Bill
- In November 2006, the Office of Communication announced that it would ban television advertisements for junk food before, during and after television programming aimed at ages 16 and under in the United Kingdom.
- Sweden: All advertisements aimed at children 12 and under is banned, including fast food ads.
- Malaysia: Fast food advertising during children's television was banned in 2007
Do you think the U.S. should take stronger initiatives to regulate "junk food" ads targeted at children?
Post credits:
http://www.reuters.com/article/2011/06/28/us-junkfood-tv-idUSTRE75R04H20110628
http://aspe.hhs.gov/health/reports/child_obesity/
