Junk Food Adverting and Its Impact on Childhood Obesity

In addition it will also highlight the main issues relating to TV advertisement targeted to children and the content quality of advertisement of food in the TV and other media in Australia. It will also highlight the research evidence in of the link between TV advertisement and child hood obesity and ban or to regulate TV advertisement directed to children.

Childhood obesity in Australia and its impact on children heath and development

In an article by Australasian Society for the Study of Obesity ” Obesity in Australian children” it highlights that Australia has one of the highest obesity rates in the developed world. It states that in Australia around 25% of children are currently obese. In addition it points that obesity rates has increased compared to the obesity level in 1960’s, which is 5%.

From 1985-1995 combined overweight/obesity of Australian children has doubled according to the above article. As well the above article points that the obesity rates for all age groups has tripled. In addition this article has highlighted that in ten-year period prior to 1995 the proportion of obese children aged 1-15 has increased from 1.4% to 4.7% for boys and for girls the rate has increased from 1.2% in 1985 to 5.5% in 1995. In addition this article has pointed to the fact that in last 20 years the obesity rates for boys has increased faster than for girls. However this article states that irrespective of gender in NSW obesity among young people has increased from 20% in 1999 to 25% in 2004. It also indicates that the obesity rate is increasing at around 1% on an annual basis as a trend and if this trend continues half of all young Australians will be over weight in 2025.

This article has two statistics tables, Table 1 and Table 2. The table 1 shows the proportion of Australian children overweight and obese in 1985 and in 1995 for boys and girls. The Table 2 shows the obesity percentage for different years of schooling from Year K to year 10 for boys and girls. The Tables are as follows.

Table 1 – Proportion of Australian children over weight and obese in 1985 and in 1995

Table 2- Percentage of students who are over weight and obese by school year

Obesity and health effects on young children and adults and the cost to Australian society

In an article in Food facts web site “Cost of obesity” it states according to professor Ian Caterson, Boden professor of Nutrition, University of Sydney, Australia obesity increases the risk of heart disease, diabetes, gallstones, fatty liver, back problems, osteoarthritis, risk of cancer and infertility. As well the above presentation also states that the cost of obesity in Australia in 1997 is $464 million excluding the treatment of heart disease where large proportion of heart disease is due to obesity in Australia. As these evidence shows the significance of obesity issues in Australia and to have policies directed to control obesity as it affects not only children it affects the Australian society as whole socially and economically.

Relation between TV advertisement and obesity

According to Nutrition Australia in a statement “Food Advertising directed at children” highlights that 30% of non- program content of children’s Television viewing time consist of food. As well it points that the food advertised have questionable nutritional value. In addition it points that these advertisement were found to be effective in changing the food preferences of children. This statement of Nutrition Australia also highlights these food messages do not consistently follow the dietary recommendations.

It also points to the fact in some countries there is total ban on TV advertisement to children such as Sweden, Canadian province of Quebec.

Sullivan, K (2004) in a book “How to help your over weight child” in page 59 states that there is a clear relationship between TV advertisement and obesity of children. For example the author points that in a study in 1999 found that moderate to high levels of physical activity for each hour reduces obesity by 10% but it increased by 12% for each hour a child views Television. As well it highlights the quality of foods advertised in not healthy food and contains snack food and salty or fat food products directed to children. Based on this it is clear that TV advertisement have a negative impact on the obesity levels of children.

Andrew, R.S. (2004) in a book “A matter of FAT” in page 37 states obesity can be linked to the media influences because the media used thin girls and masculine males in their advertisements and teenagers go on to a practice of dieting excessively or eat excessively and it leads to obesity. In this page the author also points that dieting excessively can lead to obesity because after dieting the teenagers get in to a habit of binge-eating and it results in obesity. As a result teenagers lose their self-confidence because the habit of dieting and binge eating can become a norm and they feel they feel loss of control as well.

Burke. K in an article “Ban junk food ads: health chiefs join forces”, which, appeared in the Sydney Morning herald May 16, 2007 under News page 5 states that a Queens land Health funded national survey of 400 parents indicated that 90% of parents supported a ban on junk food adverting to children in times when children watch Television. As well in this article it also points that a research from the University of Sydney NSW Center for Overweight and Obesity found that the rate of junk food advertisement to children tripled during top rating shows which are attractive to children under 18.

In addition it states the most recent comparative study shows that Australia has the highest junk food advertisement per hour within the 13 developed countries and the rate exceeds US and Britain. This evidence shows that the peak bodies which represents the health of children in Australia favors a ban on TV advertisement and recognize the relationship between TV advertisement and obesity.

However the media organizations in Australia disagree with these findings and states that other factors contribute to obesity than TV advertisement. For example in the above article in the Sydney Morning Herald article it highlights that the media organizations states that obesity is caused by genes, industrial chemicals altering the metabolism, reduced tobacco consumption and air conditioning increases appetite and leads to overweight trend rather than the relationship between exposure to TV advertisement by children and obesity. As well in a book “Over weight and Obesity edited by Healy, E (2004) in page 17 highlights in a study of 3000 primary school children in Victoria found the family environment is more a risk factor than television. This shows the causes of obesity are complex and other factors including TV may be a factor contributing to obesity.

Conclusion

As discussed above based on the research findings and the significance of obesity in Australia obesity is a complex issue. There is conflicting evidence, which shows a link between TV advertisement and obesity. However many research has established a clear link between TV advertisement and obesity and TV advertisement may play a major role in explaining obesity than other risk factors such as family environment, chemicals, genes and other factors.

There is clear evidence which shows the quality of children advertisement regarding food is very poor in quality and the volume of advertisement is excessive. In addition media representation of males and females may have an impact on many teenagers to diet excessively or have a habit of binge eating, which may become entrenched and leads to overweight or obesity. As well the research also found concern by parents about the TV advertisement directed to children and its impact on children”s health effects.

The regulation of TV advertisement directed to children in Australia is not regulated compared to other countries and the regulation is very inconsistent and weak. There fore there is a case based on the research findings to regulate TV advertisement to a greater degree than at present or ban TV advertisement directed to children which is a practice in some developed countries such as Sweden or in Canada.