»

How Media Affects Children's Eating

This page was reviewed or revised on Thursday, October 22, 2009 1:29 PM

Children are exposed to many forms of media. It comes at them as they walk down the street, surf the Internet, watch television, and attend school. Food and drinks are among the most common products aimed at children today.

Food advertising and marketing play a big role in the way children and youth eat. A growing rate of obesity in children has brought attention to the role of the media in this problem. Children and youth are the adult consumers of the future, making them a valuable target group to food advertisers.

The two most common ways to market food to children is through school and television ads. Food is the most common product advertised on children’s television, making up over 50 per cent of all ads. Children may view as many as 40,000 commercials each year.

The majority of food advertised to children is high in calories, fat and salt. It is low in vitamins, minerals, protein and fibre. Examples include soft drinks, chips, candy, and french fries.

A top manager of an advertising firm said, “It isn’t enough to just advertise on television…you’ve got to reach kids through the day – in school, as they’re shopping in the mall…or at the movies. You’ve got to become part of the fabric of their lives”.

Unfortunately the profit that children bring to this industry comes at a price. We are now seeing “adult health issues” such as type 2 diabetes in children. Many children don’t get enough key nutrients in their diets. These are needed for normal growth and development and to prevent chronic disease, such as heart disease and diabetes, later in life.

For many parents, it is a challenge to compete with the messages their children get from this powerful industry. We cannot avoid or shelter our children from these messages. However, we can guide and lead them to become informed consumers.

How Parents and Caregivers Can Help

Be a positive role model

Media is powerful. But the strongest influence on children’s eating patterns is parents’ attitudes and beliefs about healthy eating.

• Fill the fridge and cupboards with healthy choices.
• Eat breakfast in the mornings.
• Pack healthy lunches for school and work.
• Make time to eat supper as a family.
• Plan family activities away from the T.V.

Create supportive environments

Children’s environments at home, at school and in the community have a strong impact on their choices.

Help create healthy places for your children.

At school: Lobby local decision-makers to make changes to school vending machines, cafeterias, fund-raising, special food days and food advertising in school.

In the community: Speak up and encourage governments to limit marketing of low nutrition food to children. For example, Quebec and Sweden have laws that prohibit advertising to children.

At home: When watching TV try to do so as a family. This way you can limit the amount of time and type of shows your children view. Try muting the TV during commercials. Use this time to talk about your children’s day.

Empower your children

Talk to your kids about the media. Have them point out the different ways companies get children to buy their products. Point out how famous people and animals are used in ads. This will help children to think critically of the messages they hear. It will also help them learn to draw their own conclusions.