After watching the documentary Food Inc. I began to wonder about how food advertising affects its viewers and what types of advertisements are most prevalent. And according to a study by the Kaiser Family Foundation a vast majority of the ads that kids see on television are for products that nutritionists are telling us to eat less of. The study found that children under eight see one advertisement for nutrition or fitness for every 26 food ads and for preteens, it's one advertisement for every 48 food ads for preteens. The ratio is worst of all for teens; seeing one health conscious ad for every 130 unhealthy food ads.
The plethora of unhealthy food advertisements that children are subject to may be a perpetuating cause for the child obesity epidemic. Television has become so ingrained in our society that it is no longer a luxury of entertainment but part of our daily existence. A normalcy that is now overlooked. These young children are bombarded by these unhealthy food advertisements a majority of the time and begin to internalize the message as it becomes part of their routine; making it a habit.
However, there is hope. Recently, a task force of lawmakers, FCC commissioners, broadcasters, and food and beverage executives conducted a meeting as policy makers are putting increasing pressure and accountability on broadcasters to address obesity. Ten major food and beverage marketers, including McDonalds, voluntarily agreed to devote at least half of their advertisements to promote healthier diets and lifestyles for children.
As awareness about child obesity and accountability towards marketers increases, let us hope that progressive steps will be made to educate our youth about healthy living. We are truly facing an epidemic that must be addressed through the forum that helped to perpetuate the problem in the first place. It falls on marketers and advertisers to set the bar to reverse their image and re-inform the public and specifically our youth about healthy food options.
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