In recent times, there has been a considerable increase in advertising of foods high in fat, sugar and salt targeted at young children in both developed and developing countries. Experts believe that it has contributed significantly to the distressingly rapid increase in the occurrence of childhood obesity, which has already assumed epidemic proportions in some countries and is on the increase in others. The opportunity provided by media's growth, both in range and penetration, has been fully exploited by multinational companies for promoting branded foods and beverages amongst children and youth.
As a result, the dietary patterns of the young population have undergone a drastic change. It has been found that their diet today is very much different from that recommended by nutritionists and puts their health at considerable risk. They are consuming more calories and added sugars and higher-than-recommended amount of sodium, total fat and saturated fats. Advertising is a highly persuasive tool, which can swing the judgment of even the most well-informed consumers. Children are particularly swayed by the advertisements, because they are neither able to fully comprehend their endearing techniques nor judge them critically, as adults can. In particular, television has been recognized to have a domineering influence in the early inception of obesity. There are two principal means by which television viewing contributes to obesity—it reduces energy consumption due to reduced physical activity, apart from increasing dietary energy intake, either during viewing or because of advertising. |
