Introduction
In today's digital age, children are exposed to a plethora of information and entertainment through television. While this medium can be a source of education and entertainment, it also serves as a powerful tool for advertisers to reach young audiences. One of the concerning consequences of this advertising onslaught is the link between television commercials and childhood obesity. Childhood obesity has become a significant health concern worldwide, and it is on the rise. It is a complex issue with various contributing factors, and one of the often overlooked culprits is television commercials.
What Is the Impact of Television Commercials on Eating Patterns and Behavior?
It is a well-known fact that television viewing is considered a sedentary behavior. Over the last few decades since the 1970s, the number of television advertisements or commercials targeting children has also increased. In the late 1970s, the estimated average number of television commercials viewed by children in the United States was around 20,000 per year. During the 1990s and 2000s, it is indeed interesting to note that this estimated viewership doubled. Currently, over the last two decades since the 2000s, there has been a shocking increase, according to current medical research, in the purchase of commercial products that have had a detrimental impact on the general health of children or young adolescents.
For example, the influence of children or adolescents exerting their purchasing power was approximately calculated at 200 billion USD in the year 2004, with maximum sales of television commercials targeting high-fat, high-sugar, high-salt foods, diet sodas, sugary or sports beverages, alcoholic drinks, and even advertising campaigns for online fast-food retailers, restaurants, or ready-to-eat frozen foods. All these categories of foods targeted through television as a medium can lead to nutritional imbalances as well as the promotion of junk or binge eating behavior patterns in developed and urbanized societies.
Current statistics, in fact, show that the negative consequences of these commercials cannot only influence an individual's or child's food choice or eating disorder but also eventually impact their nutritional status. It has been considered a fact by nutrition experts over the last few decades that the more television commercials youngsters watch, the greater the number of purchase-influencing attempts directed toward their parents in local stores or supermarkets, especially influencing children from the age of three to 11 years.
What Are the Marketing Strategies for Commercial Purposes?
A well-known marketing strategy is employed by many commercial advertisers through social media or television to specifically target children or young adult viewers for marketing high-calorie, high-density sugar-rich, or fat-rich products. Some marketing agencies also sponsor free toys along with food packets, which are conveyed through advertisements. Young children and adolescents are easily influenced by mass media and may not discern why these products could be detrimental to them in the long run. Furthermore, the influence of advertising or social media may increase pressure on parents to purchase the products often seen in television advertisements. Frequent consumption of such unhealthy products, rich in calories, added sugars, saturated or trans fats, or refined and processed foods, can take a toll on a child's long-term systemic health.
Which Factors Carry More Influence: Genetic or Environmental?
It is a cause for concern among parents worldwide. Over the last few decades, childhood obesity has been on the rise as one of the most common lifestyle or genetics related diseases. In fact, this disease has shown a rapid increase in nearly every part of the world over the past decade. According to current medical research, childhood obesity may have its origins in either genetic or environmental factors. However, considering that only a small percentage of children affected by obesity have any genetic predisposition, it is highly likely that the observed global prevalence rates and the increasing trend in childhood obesity are more closely linked to environmental or lifestyle factors.
These factors are, of course, influenced by elements such as daily diet, the amount of physical activity a child engages in each day, the time spent indoors, television-watching habits, and sleep patterns. Current research suggests that childhood obesity that develops over a short period is more likely to be interconnected with these daily lifestyle factors. Contrasting characteristics in these factors, such as the availability of food, a sedentary lifestyle at home, combined with low levels of physical activity, are among the leading causes of childhood obesity, especially in developed countries. When this behavior replaces more vigorous physical activities throughout the day, it can possibly be directly or indirectly linked to increased food consumption, as indicated by the latest nutritional research.
What Do Research Studies Reveal About the Link Between Television Screen Time and Obesity?
According to a major research study conducted by Gortmaker et al., the odds or risk of being overweight are almost 4.6 times higher for children or subjects who watch television for more than four hours in a single day, compared to children who watch television for a minimum of one hour. Additionally, research studies demonstrated by Dietz and Gortmaker have established a statistically significant association between the number of hours spent viewing television during childhood, specifically at the age of six to 11 years, and the development of obesity in these individuals within a five to six-year time period after this age group. These statistics provide insight into the fact that limiting television or screen time can directly impact the prevention of excessive food consumption, a sedentary lifestyle, and consequently, childhood obesity.
Furthermore, because children tend to mentally register or easily pick up on unhealthy stimuli exposed through television or social media regarding food, this can complicate matters for parents. Therefore, it becomes important to understand how children comprehend concepts related to food and eating behavior through television as a mass medium. Surprisingly, this understanding can be used as a tool to counteract any detrimental mental impact it may have on their behavior or lifestyle as well.
Conclusion
It is important for parents, guardians, and teachers at school to establish the fact that the values of happiness, friendship, love, beauty, or moral values portrayed in television commercials promoting foods are not always idealized. Instead, personal discernment and guidance from adults should be emphasized before purchasing a food item or product for children or young adolescents. On the other hand, for children aged between three and 11 years, parents should recognize that television can exert a 'larger than life' influence on children's eating patterns and behaviors. Therefore, limiting screen time and promoting awareness of health and nutrition, in their own possible ways, and through healthy interactions with registered healthcare professionals, while encouraging a fitness-oriented and physically active lifestyle, can significantly contribute to the prevention of childhood obesity.
