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Journalism of Courage
TV advertisements targeting children promote junk food, rues DR ARUN KOCHAR
In a recently published study it was seen that 18.16 per cent of boys and 20.58 per cent of girls in public schools of Punjab were overweight. Childhood obesity is gradually becoming a social problem and has seeped into our culture over the years. Such children are apt to get heart disease, diabetes, high blood pressure and will bear the social stigma of being obese for the rest of their lives. One perpetrator which has sharply emerged for this social malice is television advertising by fast food companies. It8217;s been seen that food advertisements during television programming targeting children overwhelmingly promote junk food, with little promotion of fruits, vegetables and other healthy foods. In an analysis it was observed that advertisers spent large proportions of their budgets on this vulnerable population. In a recent study published in the Journal of Law and Economics it was observed that if a ban on fast food television advertisements in the United States is implemented, it could reduce the prevalence of overweight children by 18 per cent.
Children watching such advertisements are fascinated by these promotions and get motivated to eat such unhealthy foods. They are often easily swayed by fancy and imaginative advertisements promoted by their cricketing or film idols. Many of them consider it trendy, happening and in vogue to emulate their icons. But eating calories 8212; rich junk food leads to increased incidence of obesity and deranged glucose metabolism. They, thus eat fewer fresh fruits, vegetables, grains, low-fat dairy products and fibre. Moreover, most of the quick snacks are rich in salt, saturated fats and trans-fats. Commonly used creative strategies used by television channels for targeting children include referencing movies and their characters, promising return trips to exotic places such as Disneyland and providing toys and gizmos on concerned product. Internet and FM radio are also fast becoming important means for such promotional campaigns.
To date, none of the celebrities have appeared in an advertisement asking children to stay away from fast foods and to lay emphasis on good nutritious home-cooked foods.
Counterbalancing the unhealthy inclination
To offset the effects of aggressive food marketing to children include promotion of eating fruits and vegetables, general education measures focusing on food and health, and promotion of physical activity programs. Schools could also organize special healthy eating promotion drives. Debates and discussions, providing information and materials for nutritional aspects of different foods and tasting sessions for low-calorie delicacies could be planned. In some Scandinavian countries like Sweden and Norway promotion of junk food during children programmes has been lawfully banned. Perhaps our government may also wake up some day to formalize similar legislation. On our part, as responsible parents, we need to educate our children about the harmful and damaging features of junk food. We must also try to concoct a habit of picking up our food in grocery stores instead at the fast-food windows and eat at home together with the family.
The writer is an interventional consultant cardiologist working at Fortis Hospital, Mohali.
