(14-07-06) Junk food ads 'fuel childhood obesity'

By SEAN POULTER
Junk food advertising on TV is fuelling Britain's childhood obesity epidemic, according to a disturbing study published today.
A leading academic says there is evidence that children eat more after being bombarded with food advertisements. Meanwhile food choices are being skewed towards unhealthy products which are high in fat, sugar and salt.
Youngsters watching more television are also likely to have a higher Body Mass Index, which means they are more likely to be overweight or obese.
Professor Sonia Livingstone says the mass of evidence from the UK, the USA and around the world leads her to conclude that TV advertising has a "modest direct effect on children's food choices".
The professor of Social Psychology at the London School of Economics argues the findings support the need for some controls on advertising to protect the young.
The conclusions, published yesterday, will be seized upon by health campaigners and consumer groups who want strict controls on junk food TV advertising.
The British Medical Association, the Royal College of Physicians, the British Heart Foundation and consumer groups, such as Which? want a ban on junk food advertising before the 9pm TV watershed. The fierce lobbying campaign includes a threat to take the broadcasting regulator, Ofcom, to court unless it considers this drastic measure.
Ofcom has fought shy of a total ban before 9pm warning it would be disastrous for the income of commercial broadcasters.
Instead, the watchdog is currently consulting on a more limited ban around children's daytime TV viewing times.
Prof Livingstone pointed to a raft of studies identifying a link between TV advertising, poor diet and obesity.
? In 2003 the Food Standards Agency concluded that "food promotion is having an effect, particularly on children?s preferences, purchase behaviour and consumption".
? In 2004 the US's Institute of Medicine found "food and beverage marketing influences the preferences and purchase requests of children, influences consumption at least in the short term, is a likely contributor to less healthful diets, and may contribute to negative diet-related health outcomes and risks among children and youth".
? In 2002 a 34-nation study, including the UK, of 10-16-year-olds found "a significant positive relationship between Body Mass Index and amount of viewing".
? In 2004 a British study found childred aged 9-11 ate "significantly more" after exposure to food advertisements.
Prof Livingstone said: "There is growing public concern over rising levels of obesity among children, in the UK and many other countries in the developed world.
"The Royal College of Physicians reports that obesity doubled among two to four year olds between 1989 and 1998, and trebled among six to fifteen year olds between 1990 and 2002 in the UK."
However, she said it would be too simplistic to blame TV advertising alone for these trends. She said other factors such as gender, the cost of food, and the eating habits of family and friends also have a powerful effect.
The food and advertising industry have funded their own studies which have questioned the accuracy and validity of the studies drawing a link between commercials and obesity. As a result, the impact of food advertising on children is mired in confusion.
However, the professor argues, in the quarterly publication of the Institute for Public Policy Research, that it is sensible to "err on the side of caution" in order to protect the young. This line supports the idea of at least some controls on TV advertising of unhealthy foods.
Professor Peter Kopelman, of the Royal College of Physicians, who is one of the lead campaigners supporting strict controls, said: "We are facing a crisis of obesity and poor dietary health in children.
"We know that advertising has a part to play in shaping children?s diets and that TV is the principal medium for food advertising."

Fonte: http://www.dailymail.co.uk/

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