I have a feeling I’m not alone when it comes to the following scenario: it’s Saturday morning and the first thing your kids do is flip on the television.
Saturday morning has long been a popular time slot for children’s programming. From ages 2 to 11 years old, children spend on average 3 hours a day watching television.
Studies show that about half of all advertisements during children’s programs are for food, and the majority of these products are fast food, sugary cereals and other foods high in fat, sugar or sodium. In other words, the ads are mainly promoting low-nutrient dense foods.
Studies show that about half of all advertisements during children’s programs are for food, and the majority of these products are fast food, sugary cereals and other foods high in fat, sugar or sodium. In other words, the ads are mainly promoting low-nutrient dense foods.
Rarely advertised are those foods that children should be eating more of, such as fresh fruits, vegetables, low-fat dairy products and whole grains. While whole grain food ads are shown on TV, they’re exclusively in the form of cereal advertisements, most of which are very high in sugar.
The whole concept of advertising low-nutrient foods is very troubling, given that research links children’s exposure to advertising with a preference and higher consumption of unhealthy foods and beverages. Even more disturbing are those ads that have a physical activity message, such as a child skateboarding after eating Cheetos. Although the food companies are aiming to promote a more healthy lifestyle, they’re actually misleading children and their parents by implying that non-nutritious foods can be a part of this lifestyle.
Since food companies have large advertising budgets and use clever marketing techniques (such as familiar cartoon characters to influence our children’s food preferences), we as parents need to make it our job to reinterpret food ads to our children.
Point out to your kids that marketing techniques are used to promote and sell products, and that when watching ads they shouldn’t believe everything they see or hear.
To help your children distinguish the myths from the facts, educate them about nutrition by reading and comparing food labels, and help them understand which ingredients are not the best choices. Also, when you go shopping, spend time shopping on the perimeter of the store where less processed foods are found.
Since food companies have large advertising budgets and use clever marketing techniques (such as familiar cartoon characters to influence our children’s food preferences), we as parents need to make it our job to reinterpret food ads to our children.
Point out to your kids that marketing techniques are used to promote and sell products, and that when watching ads they shouldn’t believe everything they see or hear.
To help your children distinguish the myths from the facts, educate them about nutrition by reading and comparing food labels, and help them understand which ingredients are not the best choices. Also, when you go shopping, spend time shopping on the perimeter of the store where less processed foods are found.
Despite the risks involved with frequent exposure to unhealthy food advertisements, you can take control by educating your children. An integral part of this education is being a good role model—one who makes healthy food choices that will have a positive influence on your child’s eating habits.
-------------------------------------------------------
As a registered dietitian and busy mother of four, Wendy Crump has dedicated the past 15 years to teaching and empowering families to live healthier lives with an emphasis on healthy eating habits with the understanding that weight loss will follow.
Copyright © 2007 Procter & Gamble Productions, Inc. All Rights Reserved.