Science editorial: The effect of food advertising on the childhood obesity epidemic

By Laura Trubiano Jan. 20, 2006
http://spec.hamilton.edu/science.cfm?action=display&news=1163

The issues involved in advertising food to children have recently become greatly contested as the obesity epidemic in America begins to take its toll on children. Increased food advertising and the decreased nutritional value of these foods are believed by many to be a contributing factor to this problem.

Obesity is caused by more calories being consumed than are burned off and the excess calories turning to fat. According to the Centers for Disease Control and Prevention (CDC), children are considered obese if they are above the 95th percentile for their age and gender in the Body Mass Index (BMI). The prevalence of obesity over the last two decades has more than doubled in children ages 6-11 and tripled in adolescents ages 12-19. Taking into account the number of those considered "at risk" for obesity, these percentages nearly double.

If these trends continue, the life expectancy of the next generation will be lower than that of their parent's generation due to the health risks of poor nutrition and obesity. One-quarter of children between ages 5 and 10 already have high blood pressure or high cholesterol, both early warning signs for heart disease. Type 2 diabetes, which is closely linked to obesity, was previously considered an adult disease (often known as "late-onset" diabetes); however, there has been a dramatic increase of this disease in children and adolescents.

Childhood is the time to take precautions for avoiding obesity, as overweight adolescents have a 70% chance of becoming obese adults. In addition to health risks, overweight children often have low self-esteem or suffer from depression as a result of social discrimination.

Several factors affect children's diets and food choices, including things like convenience for working parents and sub-par school lunches. However, recent studies have shown that food marketing directed at children plays a key role in what children choose to eat.

The reason many experts and parents place blame on the food industry and advertising is due to the sheer number of ads for food that children are exposed to daily; of all the factors that contribute to this problem, it is hardest to ignore the $2 billion industry. More often than not, the foods advertised are sugary, high fat snacks and cereals. The number of different ways food companies have found to infiltrate children's every day lives is astounding.

The most common form of advertising to children is television commercials. The average American child views 40,000 commercials annually, and over half of these are for food. One study documented approximately 11 food commercials per hour during Saturday morning cartoon programming. Furthermore, studies have shown that the nutritional content of advertised foods is getting worse. A 1998 study found that 41% of advertised foods (excluding fast food ads) fell into the fats, oils and sweets category. Advertisers also use print ads, internet sites and celebrity endorsements to sell products.

Recently, more research has been done to better comprehend children's understanding of advertising, and study after study has proven that marketing to children is effective. Children do not understand the persuasive intent of advertising until around age 12. The amount of marketing to children has significantly increased as companies have realized this fact.

Studies prove that children are affected by advertising more than adults. They are an easy target for food advertisers, and with the realization that children influence millions of dollars in spending each year, the companies are capitalizing on this fact. There is legislation that protects children from tobacco advertisements because smoking has extreme health risks. The numbers of deaths related to obesity are quickly catching up to those related to smoking. Where is the legislation to protect children from this health risk?

With all of the medical advances in recent years, it is disheartening that future generations' life expectancies may decrease as a result of obesity. It is a problem that can be controlled, and if food companies will not take the initiative, then the federal government should step in. In some countries, including Sweden and Greece, advertising aimed at children is banned completely or controlled by federal law. Currently, the United States federal government has not issued any restrictions on advertising to children. The numbers show that obesity in children is increasing at an alarming rate and it is a pressing issue that deserves immediate attention.