Visualize this: youngsters across the world are seated in front of the TV watching food commercials at the rate of more than five per hour. Most 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 states 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. 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 promote increased consumption of food, unhealthful foods, and a sedentary lifestyle.
As reported by researchers at the University of California-Davis, that evaluated the kinds 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, 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 recorded. Of these, 1,162 were food-related. Children were exposed to an average of 5.2 food related commercials per hour. Of these commercials, more than 70 percent were for unhealthful foods (foods with high sugar and/or high fat content), which add to childhood obesity. Thirty-four percent of the ads were for fast-food restaurants and convenience foods.
The highest 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 television for a general audience, children’s networks exposed its watchers 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 every eight minutes.
Older children continue to be exposed to unhealthful food ads. 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 research, which was published in the Journal of Nutrition Education and Behavior, indicated 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.” Yet because youngsters are exposed to food ads by other media, especially the Internet, the authors suggest the introduction of “nutrition-focused media literary interventions” to help young people translate the economic motivations of food advertisers and the techniques the industry uses to increase demand for their products. These efforts, and others, may help stem 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.
