Pre-Teens Get Their Fill of Food Ads on TV

The Kaiser Family Foundation released the largest study ever conducted of TV food advertising to children.

The study, Food for Thought: Television Food Advertising to Children in the United States, addresses the alarming rate of childhood obesity, as well as analysis of the content of television ads. Many startling statistics were presented, including:
• American children see an average of 21 food ads per day.
• The most prevalent ads are for candy and snacks, followed by fast food, cereal and soft drinks.
• Ads for fruit and vegetables, grains, dairy, water and juice are given the least airtime.


Dr Silva Arslanian, director of the Weight Management and Wellness Center at Children’s Hospital of Pittsburgh, makes a valid argument when she said, “Children are watching too much TV, a sedentary activity that expends little energy, ad the TV they’re watching is driving them to unhealthy food.”

It is essential to combat this problem while they are still young, as it can lead to a number of serious health problems later in life. “Children who are overweight or obese are likely to grow into obese adults who risk developing a number of chronic non-communicable ailments, such as diabetes and cardiovascular disease.” (Jolly 2011, p2). There are calls for governments to ban fast food ads, particularly during children viewing time. Regulations for advertising to children are a combination of:
• Co-regulation
• Self-regulation
• General statutory regulations. (Borella 2009, p2)

The Australian Communications and Media Authority (ACMA) decided not to restrict food advertising to children as they believed that there was not solid link between advertising and obesity. The Australian Greens Party re-introduced the “Protecting Children from Junk Food Advertising Bill (2008) and several state governments are attempting similar pieces of legislation. (Borella 2009, p11)

However, is it the television advertising that is the sole reason for childhood obesity, or a combination of inactivity, lifestyle and fast food advertising? Is it a concern that,"Two to six year olds can recognise familair brand names, packaging, logos and characters and associate them with products."? (Jolly 2011, p7)

The last word in the article comes from Dr Arslanian. She says, “Twenty to 30 years ago, the smoking situation was like this, with endless ads on TV about how cool it is to smoke. Now that’s changed completely. I believe that some day the same will be true with food, but not until the government takes a strong stand like it did with tobacco.” (Kalson 2007, p3)