March 30, 2007

Too Many Junk Food Ads!

Results of a new study are in

By Vickie An

More than 12 million kids in the United States struggle with weight problems. So why are advertisers still bombarding kids with commercials for sugary snacks and greasy fast foods?

Health officials have been saying for years that kids see way too many junk food ads on television. On Wednesday, a study released by a health research group called the Kaiser Family Foundation showed the numbers behind those warnings.

What's the Beef?

The study was the largest ever to be conducted on food ads aimed at kids. Researchers observed 13 television networks over a period of five months. Nearly 9,000 commercials were reviewed.

Of the food ads studied, researchers found that 34 percent were for candy and snacks. Another 28 percent were for cereal, and 10 percent were for fast food. Only a small percentage of commercials were for dairy products and fruit juices. And how many were for fresh fruits and veggies? Says the foundation, none.

The findings are troubling to health officials. Especially since it is believed that these ads lead to poor eating habits. The more junk food kids eat, the higher their risk for obesity. Obesity can lead to serious health problems, including heart disease, stroke, Type 2 diabetes, cancer and high blood pressure.

"The vast majority of 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," said Vicky Rideout of the Kaiser Family Foundation.

Children ages 8-12 were found to see the most TV food ads. They watch about 7,600 of them a year. Teens see about 6,000 food ads a year, and children ages 2-7 see about 4,400 a year.

Finding the Right Balance

In December 2005, the Institute of Medicine suggested that companies focus more of their advertising on foods that are lower in fats, salt and sugars. Several kid favorites, like McDonald's, the Coca-Cola Co. and PepsiCo Inc., have accepted the challenge. The companies have agreed to promote healthier diets and exercise in at least half of all ads directed at kids.

Officials hope the report will be helpful to other studies examining the effect of the media on childhood obesity rates. "We now have data that shows kids are seeing an overwhelming number of ads for unhealthy food," Senator Tom Harkin said. "The 'childhood obesity epidemic' isn't just a catch phrase. It's a real public health crisis."

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