TV junk food ads linked with child obesity

Added on 09/02/10

Author: James Congdon – Editor

The long standing association between television and childhood obesity has been up for debate for some years. Experts are now beginning to question whether direct exposure to television adverts can influence children to choose less healthy foods.

The speculation has been born out of a study which began in 1997. It was conducted at the UCLA School of Public Health. Heading the study, Fredderick J. Zimmerman and Janice F.Bell looked at the types of programmes that children were likely to watch, in order to identify whether particular content has the ability to influence them in any way, namely their decision to eat healthily or not.

The study was followed up 5 years later in 2002, when experts recorded exercise levels, along with the age, gender and ethnicity of each subject. Whilst the trials obviously indicated that exercise levels and diets were key, it also linked the inclination to watch television adverts containing junk foods, with the likelyhood of them being obese. Researchers also looked at the BMI of each parent, although it focused on Mothers. Sleep times and levels of education were also analysed.

In all, children who spent more time watching adverts had a greater BMI, although this appeared to be more common in those under 7 years of age.

Who is reacting?

Whilst much of the Western World have put basic measures in place to protect our children from excessive exposure to junk food promotions, nations such as Taiwan have launched a number of initiatives to cut their obesity levels. They have already implemented a ‘junk food tax’ whereby ministers are now pushing for a blanket ban on junk food ads on television there.

At the back of last month, government ministers had been drafting a bill that would see all commercials and images involving junk food, banned from operation.

To date, 25-30% of the population of Taiwan is obese. Here in the UK, 12 million adults will be obese by mid 2010. It is time for action from us in terms of basic lifestyle changes, and the government, with regards to effective educational schemes.