Since we launched the Parents Jury last year, we have had hundres of complaints from parents about the way the fod industry markets unhealthy products at children.
And it's not only parents who are concerned 80 public health organisations, from the British Dietetic Association to the World Cancer Research Fund support a campaign for children to be protected from marketing of unhealthy products (www.sustainweb.org/labell_wp.asp).
Many children are eating unhealthily, and are developing serious health problems. The National Nutrition and Diet Survey of 2,000 children between the ages of four and 18 found that 80% of children were exceeding the recommended amounts of sugar and 53% had dental decay, despite fluoridation.
More than 90% ate more than the recommended intake of saturated fat and, on average, the children ate less than half the recommended intake of fruit and vegetables.
One fifth of all school-aged children were classified as overweight in the 1998 Health Survey for England. The number of overweight English primary school children has doubled between 1984 and 1998. Diabetes Type 2, which is associated with obesity, and was once termed "late onset diabetes" because it was seen in middle-aged people, is now being reported among British adolescents.
While we recognise that reduced physical activity has a role to play in prevention of overweight and obese children, diet is of equal importance. One study concluded "public health strategies must be targeted both at a reduction in the fat content of the diet and at avoidance of physical inactivity if they are to have any chance of reversing the current trends in obesity".
Even a small increase in excess calories, whether by increased intake or decreased exercise, will cause weight gain over time. For instance, a positive energy balance of only 120 kcal per day, the equivalent of about one sugary drink, will lead to a 50kg increase in body mass over 10 years. Research has also shown a link between the consumption of sugar-sweetened drinks and childhood obesity.
Are advertisers acting responsibly, therefore, when 95-99% of all food products advertised during children's television are high in fat, sugar and/or salt? Evidence indicates a positive correlation between the number of hours children spend watching television and bad eating habits and misunderstanding of nutrition. Children do not make food choices in a vacuum, they are influenced by their environment: the products they see advertised on TV, what their favourite sports stars, pop stars, or friends are seen eating or drinking, if an ad campaign uses their favourite cartoon character, as well as what is available at home, in their playgroup, or at school.
There is very strong evidence that while TV advertising leads children to choose specific brands, they do not necessarily understand that the purpose of it is to sell them those products. Research by the ITC showed that at four years old, children perceive advertising as entertainment. By the time they are six and seven years old they think it gives information on goods and services, and only a quarter of 11 and 12-year-olds can give an accurate explanation of TV advertising being a means of selling with profit motives. Other studies show that only between the ages of 10 and 12 years do children develop a greater understanding.
So it is clear that children's critical perception of advertising does not fully develop until the teen years. Even at that age, as with adults they are still likely to be susceptible to the underlying message of advertising, especially when it gives partial or misleading information about nutrition.
The food industry could play a positive role in reducing the numbers of overweight and obese children. It could use its expertise to develop truly healthier products for children, using high quality ingredients. It could support 5-a-day fruit and veg promotions (for products which are low in salt, sugar, fat and/or additives). Maybe it could work with sports stars and pop stars only when promoting healthy products. And ideally there could be restrictions on the use of salt, sugars, colourings, flavourings, flavour enhancers and unhealthy fats in food products for children.
{{COMMENT - GUEST }}
And it's not only parents who are concerned 80 public health organisations, from the British Dietetic Association to the World Cancer Research Fund support a campaign for children to be protected from marketing of unhealthy products (www.sustainweb.org/labell_wp.asp).
Many children are eating unhealthily, and are developing serious health problems. The National Nutrition and Diet Survey of 2,000 children between the ages of four and 18 found that 80% of children were exceeding the recommended amounts of sugar and 53% had dental decay, despite fluoridation.
More than 90% ate more than the recommended intake of saturated fat and, on average, the children ate less than half the recommended intake of fruit and vegetables.
One fifth of all school-aged children were classified as overweight in the 1998 Health Survey for England. The number of overweight English primary school children has doubled between 1984 and 1998. Diabetes Type 2, which is associated with obesity, and was once termed "late onset diabetes" because it was seen in middle-aged people, is now being reported among British adolescents.
While we recognise that reduced physical activity has a role to play in prevention of overweight and obese children, diet is of equal importance. One study concluded "public health strategies must be targeted both at a reduction in the fat content of the diet and at avoidance of physical inactivity if they are to have any chance of reversing the current trends in obesity".
Even a small increase in excess calories, whether by increased intake or decreased exercise, will cause weight gain over time. For instance, a positive energy balance of only 120 kcal per day, the equivalent of about one sugary drink, will lead to a 50kg increase in body mass over 10 years. Research has also shown a link between the consumption of sugar-sweetened drinks and childhood obesity.
Are advertisers acting responsibly, therefore, when 95-99% of all food products advertised during children's television are high in fat, sugar and/or salt? Evidence indicates a positive correlation between the number of hours children spend watching television and bad eating habits and misunderstanding of nutrition. Children do not make food choices in a vacuum, they are influenced by their environment: the products they see advertised on TV, what their favourite sports stars, pop stars, or friends are seen eating or drinking, if an ad campaign uses their favourite cartoon character, as well as what is available at home, in their playgroup, or at school.
There is very strong evidence that while TV advertising leads children to choose specific brands, they do not necessarily understand that the purpose of it is to sell them those products. Research by the ITC showed that at four years old, children perceive advertising as entertainment. By the time they are six and seven years old they think it gives information on goods and services, and only a quarter of 11 and 12-year-olds can give an accurate explanation of TV advertising being a means of selling with profit motives. Other studies show that only between the ages of 10 and 12 years do children develop a greater understanding.
So it is clear that children's critical perception of advertising does not fully develop until the teen years. Even at that age, as with adults they are still likely to be susceptible to the underlying message of advertising, especially when it gives partial or misleading information about nutrition.
The food industry could play a positive role in reducing the numbers of overweight and obese children. It could use its expertise to develop truly healthier products for children, using high quality ingredients. It could support 5-a-day fruit and veg promotions (for products which are low in salt, sugar, fat and/or additives). Maybe it could work with sports stars and pop stars only when promoting healthy products. And ideally there could be restrictions on the use of salt, sugars, colourings, flavourings, flavour enhancers and unhealthy fats in food products for children.
{{COMMENT - GUEST }}
No comments yet