(03-04-07) Junk food ads linked to obesity

A new study has reported that the number of junk food ads on television has increased even as child obesity rates in United States have risen to its highest levels.

The study was conducted by non-profit organization Kaiser Family Foundation, which reviewed over 1,638 hours of television that specially caters to kids. The study found that kids get exposed to over 18,000 ads each year with over a third of the ads for candy and snack foods.

Says Vicky Rideout of the Kaiser Family Foundation, "Children of all ages see thousands of food ads a year, but tweens see more than any other age group. Since tweens are at an age where they're just becoming independent consumers, understanding what type of advertising they are exposed to is especially important."
The study reveals that children in the age range of 8-12 years are exposed to the most food ads on TV, with as many as 21 ads a day. Teenagers from 13 onwards are exposed to less number of ads, with 17 ads a day. The study added that the shows created specifically for children had given more than 50 percent of their ad space to food products.

Rideout said that of the 8,854 ads reviewed by the study, not even one was about fruits or vegetables. "The vast majority of the foods that kids see advertised on television today are for products that nutritionists would tell us they need to be eating less of, not more of, if we're going to get a handle on childhood obesity", Rideout added.

These findings could help policymakers chart a course of action to prevent the looming obesity crisis, the researchers added.

Source: Health News

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