Ads and Childhood Obesity

Envision this: children around the world are sitting in front of the TV viewing food commercials to the tune of more than five per hour. More than 70 percent of those commercials are for sugary foods, fast food, and other high-calorie items, all of which can add to childhood obesity.

Childhood obesity and excessive weight is a national problem. The National Center for Health Statistics reports that 17 percent of children are overweight. Further, overweight children quite often become overweight adults. They have an increased risk for diabetes, heart disease, stroke, arthritis, and certain cancers, among other ailments and diseases. According to the Centers for Disease Control and Prevention (CDC), part of the problem may be that American society has become “obesogenic,”. This is characterized by situations and environments that boost increased consumption of food, unhealthful foods, and a sedentary lifestyle.

As reported by researchers at the University of California-Davis, who studied the types of food commercials watched by kids who watch English- and Spanish-language TV programs. During high viewing times for children (Saturday mornings and weekday afternoons). Recordings were made of broadcasts on twelve networks, including children’s cable channels, networks that appeal to older youths, mainstream English-language channels, and the two highest rated Spanish language channels.

A total of 5,724 commercials were taped. Of these, 1,162 were food-related. Children were shown an average of 5.2 food related commercials per hour. Of these commercials, more than 70 percent were for unhealthful items (foods with elevated sugar and/or increased fat content), which contribute to childhood obesity. Thirty-four percent of these ads were for fast-food restaurants and convenience foods.

The greatest percentage of food-related commercials appeared on children’s networks, where the commercials were for the most part for sugary cereals and sweets, high-fat foods, fast-food restaurant fare, and snacks. Compared with programming for a generalized audience, children’s TV exposed its viewers to 76 percent more food commercials each hour than the other networks. Children that watch TV on a children’s network during Saturday morning from 7 to 10 AM see approximately one food commercial every eight minutes.

Older kids continue to be shown unhealthful food advertisements. The researchers viewed programming such as the music videos offered by BET and MTV. They found that 80 percent of the MTV food advertisements were for fast food restaurants, sugary beverages, and sweets.

The publishers of the study, which was published in the Journal of Nutrition Education and Behavior, wrote that “Study after study has documented the adverse health effects of food advertising targeting children and adolescents.” They continued to say that “School- and family-based programs that have attempted to reduce children’s media use have shown promise.” Yet because youngsters are shown food commercials by other media, particularly the Internet, the authors propose the introduction of “nutrition-focused media literary interventions” to help young people understand the economic motives of food advertisers and the ways the industry applies to increase market for their products. These efforts, along with others, may help slow down the growing epidemic of childhood obesity.

Here is your free guide to healthful cooking. For more information about some of the causes of childhood obesity visit Facts About Childhood Obesity.

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