The Role of the Media in Childhood Obesity

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The Role of the Media in Childhood Obesity Since 1980 the proportion of overweight children ages 6-11 has tripled. Today about 10% of 2 to 5 year-olds and 15% of 6 to 19 year-olds are overweight. During the same period in which childhood obesity increased, there was also an increase in media targeted to children. Even children ages 6 and under spend as much time with screen media as they do playing outside. Much of the media targeted to children promote foods such as sweets, fizzy drinks and snacks. It is estimated that a child sees approximately 40,000 advertisements a year on TV alone. A few ways researchers have hypothesised that advertisements may contribute to childhood obesity are: * The food advertisements children are exposed to on TV influence them to make unhealthy food choices. * The cross-promotions between food products and popular TV and movie characters are encouraging children to buy and consume more high-calorie foods. Many researchers have suggested the food advertising children are exposed to through advertising may lead to unhealthy food choices and weight gain. As the number of channels available has risen considerably in the 1990s, opportunities to advertise directly to children expanded as well. The majority of ads targeted at children are for food including snacks (31%), cereal (23%) and fast food (27%). One study recorded approximately 11 food commercials per hour during children’s Saturday morning television programming, estimating that the average child viewer may be exposed to one food commercial every 5 minutes. The effects of food advertising on children ==... ... middle of paper ... ...show advertising should: not mislead children about the nutritional benefits of products; depict appropriate amounts of a product for the situation portrayed; refrain from portraying snacks as substitutes for meals; and show mealtime products in the context of a balanced diet. Children’s TV producers note that banning food advertising or underwriting would remove one of the most lucrative sources of funding for children’s television, particularly given the lack of public funds available for that purpose. Sweden, Norway and Finland do not permit commercial sponsorship of children’s programs and also do not advertise directly to children under the age of 12. The BBC decided to prohibit use of its cartoon characters in fast food ads and England is pushing for stricter guidelines for advertising aimed at children.

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