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Commercials and Childhood Obesity

Visualize this: kids around America are seated in front of the TV viewing food commercials at the rate of more than five an hour. Most of those commercials are for sugary foods, fast food, and other high-calorie items, all of which can contribute 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 turn into overweight adults. They have an elevated risk for diabetes, heart disease, stroke, arthritis, and certain cancers, along with 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 defined by situations and environments that elevate increased consumption of food, unhealthful foods, and a sedentary lifestyle.

As reported by researchers at the University of California-Davis, who studied the kinds of food commercials watched by kids who watch English- and Spanish-language TV programs. During high viewing times for children (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. Kids were shown an average of 5.2 food related commercials per hour. Of these commercials, more than 70 percent were for unhealthful items (foods with increased sugar and/or elevated fat content), which contribute to childhood obesity. Thirty-four percent of these advertisements were for fast-food restaurants and convenience foods.

The greatest share of food-related advertisements were seen on children’s networks, where the commercials were mostly for sugary cereals and sweets, high-fat foods, fast-food restaurant fare, and snacks. Likened with programming for a generalized audience, children’s TV exposed its viewers to 76 percent more food advertisements each hour than the other networks. Young people 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 children continue to be shown unhealthful food ads. The researchers observed 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, indicated that “Study after study has documented the adverse health effects of food advertising targeting children and adolescents.” They went on to state that “School- and family-based programs that have attempted to reduce children’s media use have shown promise.” But because youngsters are shown food advertisements via other media, especially the Internet, the authors propose the creation of “nutrition-focused media literary interventions” to help young people translate the economic motives of food advertisers and the techniques the industry practices to increase demand for their products. These campaigns, 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.