Commercials and Childhood Obesity

Imagine this: youngsters around the world are seated in front of the TV watching food commercials to the tune of more than five an hour. More than 70 percent 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 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, along with 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 elevate increased consumption of food, unhealthful foods, and a sedentary lifestyle.

According to researchers at the University of California-Davis, who studied the kinds of food commercials watched 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 programs 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 excessive fat content), which contribute to childhood obesity. Thirty-four percent of the ads were for fast-food restaurants and convenience items.

The highest percentage of food-related advertisements were seen on children’s networks, where the commercials were primarily for sugary cereals and sweets, high-fat foods, fast-food restaurant fare, and snacks. Likened with TV for a generalized audience, children’s TV exposed its viewers to 76 percent more food advertisements each 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 per eight minutes.

Older children continue to be shown unhealthful food ads. The researchers viewed programming such as the music videos offered by BET and MTV. They found 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, wrote that “Study after study has documented the adverse health effects of food advertising targeting children and adolescents.” They went on to say that “School- and family-based programs that have attempted to reduce children’s media use have shown promise.” But because kids are shown food ads by other media, especially the Internet, the authors propose the introduction of “nutrition-focused media literary interventions” to help young people understand the economic motives of food advertisers and the techniques the industry applies 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.