Junk food Adverts give Kids an Appetite for More

By Ina Woolcott

Children who watch a lot of TV are bombarded with junk food commercials, making them consume twice the amount of unhealthy snacks and sweets than other kids, research carried out by Liverpool University has revealed. Those who are already overweight or obese are at an even greater risk, raising their intake of junk food by up to 134%. The research draws a clear link between the TV commercials promoting foods high in fat, sugar and salt and rising obesity. Health campaigners are now demanding a ban on all such adverts until after the 21:00 o'clock watershed. There is also a call for parents to be stricter regarding their children's TV viewing and diet.

The lead researcher, Emma Boyland, said 'these commercials go further than promoting brands. They are making children increase their total consumption of foods that are high in fat and sugar. Our research shows that overweight and obese children are the most susceptible to food advertising. Given the obesity epidemic among children, there is a clear case that we should be protecting them more.

Ofcom, the TV watchdog, has announced new guidelines on the advertising of unhealthy foods. From April 07, commercials for junk foods are banned around programmes aimed specifically at children up to the age of 9. From January 2008, this will be extended to programmes, which attract a high proportion of viewers up to the age of 15. Dedicated children's channels have to get rid of ALL advertisements for unhealthy foods by December 2008.

Critics say that the system is still flawed, that firms will not be prevented from advertising junk foods around programmes watched by a lot of under 16's, such as Eastenders, Coronation Street and The X Factor.

Of course, the Advertising Association, which speaks for agencies producing commercials rejected the research. Jonathon Collet, a spokesman, said ' Ofcoms extensive research showed that TV advertising has only a modest direct effect on children's food preferences and that obesity is caused by other more significant factors such as exercise and life-style choices'. The Food and Drink Federation said the Liverpool findings contradicted research on the issue by Ofcom.

Editors comment - Make your own mind up of course, but its obvious that the ones who will lose out on the money when/if junk food sales drop, will of course rubbish EVIDENCE that junk food adverts increase buying of products, and obesity. Its obvious adverts influence young minds especially. Why else advertise and make adverts as attractive and alluring to children as possible? Plus the companies making the money don't care if children and people alike put weight on, as long as their bank accounts get ever fatter, that is all that matters to them. Like they have their fellow human beings interests at heart.