Advertising And Childhood Obesity

It should come as no surprise that the children in the United States are now likely to have a lower life expectancy than their parents. The main reason for this disturbing news is childhood obesity. The incidence of childhood obesity has increased dramatically in the US over the last few decades. There are many factors that cause childhood obesity, but it can be said without doubt that advertisements on television targeting children by commercial establishments play a major role in this ever-growing problem. Unless this problem is addressed soon, the future of these children seems to be uncertain.

Recent studies have revealed that banning advertisements for junk foods on television could reduce the number of obese children by as much as 18 per cent. Day in and day out, children are bombarded with advertisements for several products that cause only harm to their health. For example, of the thousands of advertisements thrust down their throats on a daily basis, most try to sell candy, sugared cereal, soda and fast food - all surefire recipes for childhood obesity.

Countries such as Sweden, Finland and Norway have ale ready banned commercial sponsorship of children's programs. The UK government has banned showing advertisements on television for foods that are high in fat, salt and sugar during children's favorite television programs. What we all should remember is that obese children not only suffer psychologically, they also run the risk of being affected with serious health problems like diabetes, asthma, diabetes, and sleep apnea

Several studies conducted in recent times have established beyond doubt that there is a definite link between childhood obesity and advertisements targeting children on television. It has been observed that children who spend the most time watching television, videos and video games are more likely to be obese. One of such studies revealed that exposure to food advertisements considerably influences children's food preferences and requests.

Advertisers cleverly exploit children's inherent vulnerability to persuasion. Kids do not have the capacity to recognize the intent of advertisements and they accept them as accurate and unbiased. Studies have shown that a 30-second ad can influence brand preferences in kids just two years old. No wonder advertisers try to exploit this weakness in several ways, by passing off their advertisements as online games or by using product placement to sneak them into prime-time shows. They spend millions of dollars to influence children's eating habits which ends up in kids becoming obese. Unfortunately, advertisers feel no pangs of guilt in making vulnerable children follow a dangerous way.

It is a moral responsibility for the media and advertisers to ensure a better future for children instead of guiding them the wrong way for the sake making hefty profits. It is a welcome sign that some have come to realize the harmful effects of their advertisements on children and are taking measures in children's best interest. Some food manufacturers have stopped advertising their low- nutrition foods during children's programs and replace them with more nutritional items. While this is a step in the right direction, the media and advertisers have a lot more to do to prevent this alarming trend of childhood obesity and its serious consequences.

• Cassandra Bagley
• 27/02/2009, 6:59 AM
• 0 Comments