Children and Advertising for Non-nutritional Foods – Should We Be Doing More?

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Children are the most vulnerable group in advertising. The influence is everywhere, through magazines, technology and television. Studies show there is a connection between advertising non-nutritional food, or junk food, and child obesity. If a child is exposed to non–nutritional food commercials on television, they are more likely to want to change their eating habits. Younger viewers lack intellectual reasoning to know the difference between a commercial and a television program and they are less likely to know what is real and what they are being told. They can, however, remember information from an advertisement after they have been exposed in as little as one viewing. With subsequent viewings, the association strengthens. Product preference affects what a child will ask for and this, in turn, affects what a parent will purchase.

A bill was passed in the US legislature in 1991 to limit advertising during children’s program viewing. The bill, as interpreted and enforced by the Federal Communications Commission (FCC), which oversees interstate and international communications by radio, television, satellite and cable, states that children up to the age of 12 are limited to 10.5 minutes per hour of advertising on weekends and 12 minutes per hour of advertising on weekends. This amount of advertising is higher than that allowed for adults during prime time viewing.

Children and Obesity

Obesity is determined by measuring the Body Mass Index (BMI). BMI is the calculation of a child’s weight in pounds divided by a child’s height in inches. Quite simply, overweight is above the 85th percent and below the 95th percentile, based on a child’s height and weight chart. Obesity is any measurement above the 95th percentile.

Currently, one in every three American children is obese. That has more than tripled since 1971, and has become the number one child health concern, beating out drinking and drug abuse.

Obesity and other associated health diseases, such as diabetes, high blood pressure, heart disease to name a few, are largely preventable. There are a few guidelines according to the World Health Organization, to encourage a healthier lifestyle for young children. Most importantly:

  • Encouraging higher intake of fruits and vegetables, legume, whole grains and nuts;
  • Modifying intake of saturated fats;
  • Encouraging smaller proportional intake of foods;
  • Limiting intake of sugar, and
  • Encouraging children to become more physically active.

Limiting time allowed for watching television, playing video games and any other sedentary activity, should be a consideration. Communicating with children about their responsibility for their overall health should also play a part. Allowing children to participate in family meals is an essential stepping stone in having them understand what constitutes a well-balanced meal. That is dependent, however, on the family having a good understanding of the role of nutrition in health as well.

 

Additional Information:
http://www.globalissues.org/article/237/children-as-consumers
http://www.aef.com/on_campus/classroom/speaker_pres/data/3005
https://www.psychologytoday.com/blog/media-spotlight/201307/television-commercials-and-your-child
http://www.apa.org/topics/kids-media/food.aspx
http://www.cdc.gov/obesity/childhood/defining.html
http://www.heart.org/HEARTORG/GettingHealthy/Overweight-in-Children_UCM_304054_Article.jsp#.VpGkwWBgmUk
http://www.who.int/dietphysicalactivity/childhood_what_can_be_done/en/
https://www.mediweightlossclinics.com/patients/resources/articles/obesity-facts/
http://www.who.int/dietphysicalactivity/childhood_what_can_be_done/en/

 

About the author: Emma is a citizen investigator who writes about health and nutrition. She also posts information and recipes regarding health and nutrition on her blog: www.thehealthmadam.com.

 

emma