Ads and Childhood Obesity

Imagine this: kids across the world are seated in front of the TV viewing food commercials at the rate 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 contribute to childhood obesity.

Childhood obesity and excessive weight is a national problem. The National Center for Health Statistics states 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 defined 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, that studied the types of food commercials observed by children 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, which included children’s cable channels, networks that attract 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 foods (foods with increased sugar and/or elevated fat content), which add to childhood obesity. Thirty-four percent of the ads were for fast-food restaurants and convenience foods.

The greatest share of food-related advertisements appeared on children’s networks, where the advertisements were primarily for sugary cereals and sweets, high-fat foods, fast-food restaurant fare, and snacks. Likened with programming for a general audience, children’s networks exposed its viewers to 76 percent more food advertisements per hour than the other networks. Children who watch TV on a children’s network during Saturday morning from 7 to 10 AM are shown approximately one food commercial per eight minutes.

Older kids continue to be exposed to unhealthful food advertisements. The researchers viewed programming such as the music videos offered by BET and MTV. They reported that 80 percent of the MTV food ads 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 state that “School- and family-based programs that have attempted to reduce children’s media use have shown promise.” But because youngsters are shown food commercials via other media, particularly the Internet, the authors propose the creation of “nutrition-focused media literary interventions” to help young people understand the economic motivations of food advertisers and the ways the industry applies to increase demand for their products. These efforts, and 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.