Wellness in the News : Another study to prove what we already know

TV Advertising and Kids

According to the Eureka Alert, the University of Illinois at Chicago Institute for Health Research and Policy has received a federal grant of just over $2 million to study whether or not TV food advertising affects children’s diet, physical activity and weight.

When I read the article my immediate reaction was “here we go again, another useless study to prove what we already know.” Haven’t we already seen studies that link sedentary activities such as computer games and TV watching to weight gain; not only in children but in adults as well?

This study according to Eureka is the “first to combine food, beverage and restaurant ad ratings and nutritional data with individual data on obesity to analyze the relationship between product exposure, nutritional content of ad exposure, and food consumption, diet quality and obesity, according to the researchers.” Don’t you just love how researchers have a way of making what appears to be a simple study seem like absolute rocket science with their fancy jargon?

I would like to ask these researchers if they’ve ever seen the ads that are featured during children’s programming, especially on Saturday mornings. Make no mistake; these ads are targeted directly at our little ones. And there’s not a hope in hell that you’re going to find healthy foods, beverages or restaurants being advertised during this time. Hell, it’s hard to find healthy alternatives being advertised at any time on TV.

Most parents already know that they ads generate what I like to call the “nag” factor in our children. These kid friendly ads do exactly what they are supposed to do – increase sales. Try going grocery shopping with your kids – they want exactly what they see on TV – nutrient deficient foods and beverages that promote unhealthy lifestyles. True of false?

So researchers, good luck with your study. I just want you to know that I can save you $2.2 million right now by letting you know that advertising practices and television viewing patterns contribute to besity in children. And as to whether stronger regulation is needed for food advertising on children’s programming – the answer is an unequivocal YES!