Kids Get Diet Of Junk Food Commercials

(CBS/AP)  In a child's buffet of food commercials, more than 40 percent of the dishes are candy, snacks and fast food. Nowhere to be found: fresh fruit, vegetables, poultry or seafood.

For years, health officials have warned that kids were being inundated with commercials about not-so-healthy foods. Now, researchers have put numbers to those warnings in the largest-ever study of commercials aimed at children.

The study, the largest ever of TV ads for children, found America's kids are bombarded with commercials for unhealthy foods full of sugar, salt and fat, reports CBS News correspondent Bill Whitaker. Children ages 2 to 7 see an average of 30 hours of such ads a year. Kids 8 to 12 see 50 hours annually, while teenagers see 40 hours every year.

"The vast majority of the foods that kids see advertised on television today are for products that nutritionists would tell us they need to be eating less of, not more of, if we're going to get a handle on childhood obesity," said Vicky Rideout of the Kaiser Family Foundation, which conducts health research.

Overall, the foundation's researchers monitored 13 television networks. The viewing took place primarily between late May and early September 2005. They saw 2,613 ads featuring food and drinks that targeted children and teens.

"Since (preteens) are at an age where they're just becoming independent consumers, understanding what type of advertising they are exposed to is especially important," Rideout said.

Of food ads aimed at children, 34 percent were for candy and snacks, 29 percent for cereal, 10 percent for beverages, 10 percent for fast food, 4 percent for dairy products, 4 percent for prepared food and the rest for breads and pastries and dine-in restaurants.

In December 2005, the Institute of Medicine concluded that marketing practices from the food and beverage industry are out of balance with recommended diets for children and contribute to an environment that puts children's health at risk.

The institute recommended that companies shift their advertising to emphasize food and drink that are substantially lower in calories, fats, salt and sugars.

In November, 11 major food and drink makers, including companies such as McDonald's, The Coca-Cola Co. and PepsiCo Inc., agreed to adopt new voluntary rules for advertising. The companies said they would devote at least half their advertising directed to children to promote healthier diets and lifestyles.

The rules have not gone into effect yet. However, researchers believe that the study released Wednesday will serve as an important benchmark that will help determine whether the voluntary guidelines lead to any significant changes in advertising content.

Margo Wootan, director of nutrition policy at the Center for Science in the Public Interest, said the federal government should take a more active role in regulating the content of television ads aimed at children.

"The industry is not as serious about self-regulation as they say they are," Wootan said.

But business leaders asked for patience.

"Give us a chance to see what we can do," said C. Lee Peeler, president and CEO of the National Advertising Review Council, an organization that promotes truth in advertising through voluntary regulation.

Sen. Sam Brownback, R-Kan., said he would prefer self-regulation by the advertisers. He said that intervention by the federal government would actually delay the changes in ad content that so many seek. That's because legislation would lead to opposition from various interest groups as well as potential court challenges.

Advertisers also stressed that the content of food ads has already begun to change, with more ads promoting healthy foods and exercise than during 2005.

Sen. Tom. Harkin, D-Iowa, said he hoped the study would also prove helpful to a new Federal Communications Commission task force examining the impact of the media on childhood obesity rates.

"We now have data that conclusively shows kids are seeing an overwhelming number of ads for unhealthy food on all types of TV shows," Harkin said. "The 'childhood obesity epidemic' isn't just a catch phrase. It's a real public health crisis."

The study also recorded the number of public service announcements that children watch on television. The report said that expectations for educational campaigns affecting child obesity rates should be tempered.

Children see few public service announcements compared to food ads. Children under 8 see one announcement on fitness or nutrition for every 26 food ads. For preteens, it's one announcement for every 48 food ads. And for teens, the ratio is one public service announcement for every 130 food ads.

[russelllewis]

Oh give me a break, unless little John or Mary has a job, who the heck is buying the junk for them... the parents. What the heck is wrong with parents who can't take responsibility for their kids and want to always blame problems on someone else. Turn the *** TV off and both parents & kids go outside and play and neither of you will see the commercials.

[michellem99-2009]

I know that the ads junk food is aimed at this nation's children and it is sad the money spent on making them ads target the the kids who know no better. I am in my 50s and never had children. It does seem that the word NO means nothing as little John/Jane Doe does get the item by having a tizzy. Growing up pop,candy,chips, were banned from our diet. Once in awhile I was allowed a cany bar. My late foster Mums had diabetes.Sugarly foods she would not give us. We knew better to whine for this/that and that was over 40 years ago. No was said and she meant it. Today kids know that Mum will give in just to quiet him/her. Kids know the right buttons to push to make Mum grant the children's wants. Mum does need to step upto the plate on their children's diet for health reasons. It is your place as care giver to not overfeed your child. Fat children suffer health issues like heart,lung.diabetes,and other health related probroms. The junk food ads don't care as it is money in their pockets. A fat child is child abuse if there is no medical reason why he/she is fat. Food the body needs for fuel and well being. It should not be the govt job to tell you how to parent as that's is passed down from Mother as she is doing her duties to her family to teach, and do for the family. This is my say.

[silver9991]

I ended up in a "conversation" a couple years ago with someone who insisted on "kid's food" as a viable "style" of food, different than othter "styles". I wasn't thinking of the health considerations when I responded, but I was thinking of my upbringing years before: we ate adult food with the occasional TV dinners when the parents on rare occasions went out. We ate adult food, and there was no pandering except on birthdays. We LOVED trying unique foods (very few of which would be today's "junk food"), simply because they were home-cooked for us. and there was excitement there in trying new things.

I don't buy ketchup, and I don't buy hamburger. I grew up with variety in my diet, and very very very little of this "kid's fare" nonsence. That, I submit, is where the danger begins.

[rray52]

"Everyone says that the parents need to take responsibility and that the government doesn't need to get involved. Well that plan doesn't seem to be working as most parents are fat ***** as well. Obesity is an epidemic in this country that needs to be controlled as soon as possible and by any means."


"by any means" wow! That%u2019s strong medicine.

Maybe the Government could lock fat people up in %u201Cdiet camps%u201D or ration their food

[annkcali]

At the end of the day it is the PARENT's responsibility to say NO. Who has the money here?? I'm a mom, my son has no earning power. What little money he has, it has been handed down from me usually at a holiday to buy some Legos. In the store my son can beg, plead, throw himself to the floor if he so chooses but that is not going to change my answer 'NO' if what he's asking for is no good. Everything in moderation. Once in a blue moon Cheetoes makes it into my house. Cartoon themed cereal never makes it into my home and never made it into my parents home either.
I learned 'NO' from my own mom... but mooooommmm it looks so good on TV... 'NO'. So a bunch of pouting bratty children grew up and decided it was traumatizing to tell a child no does not mean that the Government has to step in and parent.

[griking]

Everyone says that the parents need to take responsibility and that the government doesn't need to get involved. Well that plan doesn't seem to be working as most parents are fat ***** as well. Obesity is an epidemic in this country that needs to be controlled as soon as possible and by any means. When all of these fat kids become disabled fat adults and drain all government aid resources where will the money come from to fund real medical necessities such as aids and cancer research?

[rray52]

If the kids weren%u2019t sitting on the couch watching the TV they wouldn%u2019t be as fat and wouldn%u2019t see all the commercials.

[postkatrina]

Puhleese - Now we need the government to tell the food industry who, what, when and how they can advertise their product? What is the parent's role in their child's diet? If a child is obese, it's not the television's fault.

[pennygal2]

As parents it is up to us what food is bought and served to our children. We need to limit tv, video games and junk food. How much tv do we watch, how much junk food do we eat and more important how much exercise do we get. Your children and grandchildren learn by the way you live not what you tell them. They are always watching as they should, we need to change our habits to help our children and grandchildren live longer happier lives. Most of us, 50 or more, didn't have fast food or as much junk food and always were very active after shool and summer. Our children and grandchildren think they have to be entertained and have too many treats.

[Syndicate]

I think commercials should have a rating system. That way as a parent I could block junk food commericals along with those girls gone wild commercials. ofcourse I would simply deem all comercials bad and block them all.