obesity in children - effects of advertising dr rosemary stanton oam
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obesity in children - effects of advertising
Dr Rosemary Stanton OAM
© Rosemary Stanton 2005
excess weight in Australia
all ages & both sexes getting fatter - starts young
increase rapid & continuing no one accepts
responsibility looking for something to
blame
© Rosemary Stanton 2005
increases in 10-year period
number of children classified as overweight almost doubled
number of children classified as obese more than tripled
© Rosemary Stanton 2005
since 1995 the problem is continuing
Central Coast NSW (2000) - 25% of children (26% boys & 24% girls) overweight or obese
Victorian data (2001) indicates 29% children overweight or obese (36% in lower SES and 25% in higher SES)
© Rosemary Stanton 2005
reasons for increasekids are eating more
–a 13% increase in kilojoules
kids are moving less–more TV/computers
–driven everywhere
–sport too competitive
© Rosemary Stanton 2005
children’s kJ intake
4-8 year-olds
between 1980s & 1995
intake increased by
500-1500 kJ/day
Magarey & Bolton data from Adelaide children’s health study
© Rosemary Stanton 2005
children’s kJ intake
10-15 year-olds
kilojoules increased by
1400 kJ/day in boys
900 kJ/day in girls
Cook T, Rutishauser I, Seelig M. Comparable data on food, nutrient intake & physical measurements from 1983, 1985, 1995 national nutrition surveys. 2001. Australian Food & Nutrition Monitoring Unit. Canberra
© Rosemary Stanton 2005
between 1985 & 1995 fruit - decrease in whole fruit vegetables - decrease
(except chips) carbonated drinks – big increase
(48% for boys, 29% for girls) pizza, burgers, pastries, biscuits, noodles –big
increase (46% for boys & girls) sugary products – big increase
(59% for boys, 139% for girls) confectionery – big increase
(56% for boys, 40% for girls)
Cook T, Rutishauser I, Seelig M. Comparable data on food, nutrient intake & physical measurements from 1983, 1985, 1995 national nutrition surveys. 2001. Australian Food & Nutrition Monitoring Unit. Canberra
NO ADS
NO ADSADS
ADS
ADS
ADS
ADS
© Rosemary Stanton 2005
changes take-away foods ‘normal’
packaged snacks ‘normal’
frequent treats ‘normal’
50% eat in front of TV
TV carries advertising for take-away foods & snacks
© Rosemary Stanton 2005
options for action
no one strategy will be effective on its own
need multiple strategies
© Rosemary Stanton 2005
anti-smoking campaigns
needed multiple strategies:
ban on tobacco advertising
changes in workplace practices
changes in media attitudes
overcome interference from industry PR campaigns trying to distort evidence
© Rosemary Stanton 2005
advertising when advertisements for
tobacco stopped, smoking rates declined (education had little effect)
© Rosemary Stanton 2005
children & advertising
are they fair game?
© Rosemary Stanton 2005
children & advertising
up to age 4 ads seen as entertainmentage 6 to 7 believe ads provide informationto age 7–8 can’t distinguish between
information & intent to persuadeby 10–12 can understand motives & aims of
advertising, but most unable to explain sales techniques
sources: Young B (1998), Emulation, Fears and Understanding: A review of recent research on children and television advertising, ITC, London. Kunkel D Children and Advertising A Fair Game? 1994. Ward S., Wackman D. & Wartella E., (1977), How Children Learn to Buy, Beverly Hills CA: Sage, cited in Young B (1998)
© Rosemary Stanton 2005
what are kids watching?
more food ads per hour than any other country (6-12/hour)
75-80% food ads promote energy-dense, nutrient-poor foods
many ads include promotions for toys & ‘collectibles’ (regulations useless to protect kids)
© Rosemary Stanton 2005
what are kids watching? few ads for breads, cereals, fruit,
vegetables, dairy products - these are generally shown during adult viewing times
children's ads run at 3 times the pace, use cartoons (25%) animated characters (14%) magic, adventure & violence (50%).
Egberts K, Riley M. Food advertisements during children's and adult's viewing times: a comparative study.
Asia Pac J Clin Nutr. 2004;13(Suppl):S60
© Rosemary Stanton 2005
hours of TV/week
corresponds with requests for foods advertised
children who watch the most TV consume the most kilojoules & are the fattest
Story M. Television and food advertising: An international threat to children? Nutr & Diet 2003; 60:72-73
© Rosemary Stanton 2005
pester power
73% of children demand advertised products
80% persist with demands when parents say ‘no’
Source: CWS Ltd 2000 Blackmail – the first in a series of inquiries into consumer concerns about the ethics of modern food production and advertising, CWS Ltd Manchester; Sustain 2000 Reaching the parts. Community mapping: working together to tackle social exclusion and food poverty. Sustain London
© Rosemary Stanton 2005
is there proof?
A systematic review by the UK Food Standards Agency found that advertising does affect food choices and does influence dietary habits
ref: Hastings G et al Systematic Review of Research on the Effects of Food Promotion to Children (2002-2003) available at http://www.food.gov.uk/healthiereating/promotion/
© Rosemary Stanton 2005
is there proof? Children younger than 7 or 8 are unable to recognise advertising’s persuasive intent. The government should put restrictions on marketing to children
American Psychological Association Report 2005, available at http://www.apa.org/releases/childrenads.pdf
© Rosemary Stanton 2005
is there proof? restricting TV is effective in reducing childhood obesity*
- more time for physical activity
- reduced demand for foods advertised
*Robinson TN. Reducing children's television viewing to prevent obesity: a randomized controlled trial. JAMA 1999;282(16):1561-7.
© Rosemary Stanton 2005
opposition to ban- “there is no proof that banning
advertising will decrease obesity”
- “no ads in Norway, Sweden or Quebec, and children are still obese”
© Rosemary Stanton 2005
response- no one suggests that any single
strategy will decrease obesity
- Norway & Sweden get TV from neighbouring countries
- some effect in Quebec, eg children eat fewer sweetened cereals
© Rosemary Stanton 2005
Quebec- Quebec has the lowest obesity rates in Canada despite lower rates of physical activity than 10 provinces and territories*
Quebec residents consume more fruits and vegetables than residents of any other province or territory** *Tanuseputro P, Manuel DG, Leung M, Nguyen K, Johansen H. Risk factors for cardiovascular disease in Canada. Can J Cardiol 2003;19(11):1249-1259.** (Statistics Canada, Dietary practices by sex, household population aged 12 and over, Canada, provinces, territories, health regions and peer groups, 2000/01, Health Indicators, May 2002, Cat. No. 82-221-XIE
© Rosemary Stanton 2005
support for advertising ban
precedents Australia already bans alcohol
ads until after 9pm Sweden, Norway & Quebec have
shown no adverse effects on children, or on children’s TV programming
© Rosemary Stanton 2005
opposition to ban
claim of ‘nanny state’
television is the greatest ‘nanny’ in our society
TV ‘nanny’ shows a constant diet of fat, sugar and salt
© Rosemary Stanton 2005
question to advertisers
if advertising is not a major influence on children’s consumption patterns,
why do food and advertising industries get so upset at
international suggestions to ban it?
© Rosemary Stanton 2005
question to advertisers
if advertising is not a major influence, how do you sell it to
food companies?
or are food companies given a different message?
© Rosemary Stanton 2005
changes neededgovernment intervention
restrict advertising to kids tax junk foods & use the
proceeds for nutrition education, including cooking classes, food literacy
© Rosemary Stanton 2005
marketing to children advertising internet marketing in-school marketing sponsorship product placement sales promotions
© Rosemary Stanton 2005
internet promotions already occurring
children’s online ‘clubs’ with advertisements, competitions, games (including ones that are supposedly promoting nutrition), prizes
© Rosemary Stanton 2005
whose responsibility? individual families? schools? food industry? advertising industry? government? NGOs? all the above?
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