Visualize this: kids around the world are sitting in front of the TV watching food commercials at the rate of more than five an hour. More than 70 percent of those commercials are for sugary foods, fast food, and other high-calorie items, each of which can add to childhood obesity.
Childhood obesity and excessive weight is a national problem. The National Center for Health Statistics show that 17 percent of children are overweight. Further, overweight children quite often become overweight adults. They have an greater risk for diabetes, heart disease, stroke, arthritis, and certain cancers, among other ailments and diseases. As reported by 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 promote increased consumption of food, unhealthful foods, and a sedentary lifestyle.
As reported by researchers at the University of California-Davis, that evaluated the types of food commercials seen by children who watch English- and Spanish-language TV programs. During high viewing times for kids (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.
An aggregate of 5,724 commercials were taped. Of these, 1,162 were food-related. Kids 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 elevated sugar and/or elevated fat content), which add to childhood obesity. Thirty-four percent of the advertisements were for fast-food restaurants and convenience items.
The greatest share of food-related commercials appeared on children’s networks, where the advertisements were for the most part for sugary cereals and sweets, high-fat foods, fast-food restaurant fare, and snacks. Compared with TV for a generalized audience, children’s networks exposed its viewers to 76 percent more food ads per hour than the other networks. Children who watch TV on a children’s network during Saturday morning from 7 to 10 AM observe approximately one food commercial every 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 advertisements were for fast food restaurants, sugary beverages, and sweets.
The authors 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 exposed to food commercials via other media, especially the Internet, the authors propose the introduction of “nutrition-focused media literary interventions” to help young people translate the economic motives of food advertisers and the techniques the industry uses to increase demand for their products. These efforts, and others, may help reduce 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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