Bored Toddler (photo by Slowfoot, courtesy of morguefile.com)

According to the U.S. Centers for Disease Control and Prevention, 16% of children ages 6 to 19 years old are overweight or obese, a number that has tripled to 9 million kids since 1980. Type 2 diabetes is an illness linked to obesity. It was once almost unknown in children, but for those born in the U.S. in 2000, the risk of being diagnosed with Type 2 diabetes at some point in their lives is estimated to be about 30% for boys and 40% for girls.

The thought of so many of today’s kids in real danger of suffering from a future of poor health is grim enough, but the Institute of Medicine of the National Academy of Sciences points out that there’s an economic cost as well: “Obesity-associated annual hospital costs for children and youth more than tripled over two decades, rising from $35 million in 1979-1981 to $127 million in 1997-1999.”

An analysis of television food advertisements appearing on Saturday morning and weekday afternoons aimed at kids in 2005-2006 has been published in the November issue of The Journal of Nutrition Education and Behavior. The results:

One-fifth of commercials were for food. Food ads were especially prevalent on Saturday programs and children's networks. Seventy percent of food ads were for items high in sugar or fat. More than one fourth of food advertisements were for fast-food restaurants, which were especially common on MTV and Spanish-language networks. Ads for fruits and vegetables were rare (1.7%). One nutrition-related public service announcement was found for every 63 food ads.

The authors of the study concluded, “Until marketing of high calorie, low-nutrient food to children is restricted, education and media literacy remain the best strategies for mitigating advertising effects.”

To access the full text of the article cited above requires a subscription to The Journal of Nutrition Education and Behavior, go to: Frequency and Types of Foods Advertised on Saturday Morning and Weekday Afternoon English- and Spanish-Language American Television Programs

To view previous posts on this topic go to:

1. Yale Study: TV Ads Contribute to Obesity in Children
2. Ads Make Junk Food Sound Healthy for Kids
3. Selling to Kids
4. Food Giants Still Marketing Junk Food to Kids
5. Kellogg to Limit Selling Junk Food to Kids

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