Junk Food TV Ads ~ Is your Child Watching?
According to network rules that regulate British TV, sex scenes are
kept off the airwaves until after nine PM in order to protect children
from their influence. The results of a recent study conducted by
researchers by the University of Liverpool are now prompting calls for
similar restrictions on food advertisements.
Young
children exposed to ads for unhealthy food products may show a tendency
to consume unhealthy foods in higher amounts and may face an increased
risk of obesity and associated health problems.
Children between the ages of six and thirteen were shown ten
advertisements for junk food. After watching the ads, the children were
provided with a questionnaire in which they were asked to choose between
three food options. The options were described as “high fat, high
carbohydrate”, “high protein,” and “low energy.” The high protein
options included items like roast chicken. The low energy options
included items like salad.
After answering the questions, the children were then shown a series
of ten advertisements for toys and presented with a similar
questionnaire.
The results of the study suggest that children exposed to unhealthy
food ads (as opposed to toy ads) are far more likely to show unhealthy
eating preferences. These effects were especially pronounced among study
subjects who typically watched more than 21 hours of TV per week.
As they made these unhealthy selections, the children did not
discriminate based on brand. According to lead researcher Dr. Emma Boy-land, this was one of the most worrisome results of the survey.
“The unhealthy options we gave them after the adverts were not the
same as those which were featured in the adverts,” said Boy-land. “This
suggests that children are encouraged to eat bad food in general, which
is worse.”
Existing network rules already outlaw junk food advertising on
dedicated children’s channels and on programs directly targeted to
children under the age of nine. The findings of this study are now
leading scientists like Boy-land to push for new restrictions that would
keep junk food ads limited until a
watershed of nine PM.
Like the U.S., Britain is facing what many describe as an obesity
epidemic. According the British Department of Health, almost one in ten
six year olds and fifteen percent of fifteen year olds in England are
currently classified as obese.
“We really need to be careful about when these adverts are being
shown,” says Boyland. “A watershed for junk food adverts would ensure
that they are banned from not just children’s programs during the day
but programs shown at night where families view them together. Parents
also need to limit their children’s screen time and talk to them about
the motives behind advertising.”
