How Media Affects Children’s Eating
Children are exposed to many forms of A top manager of an advertising firm said,
media. It comes at them as they walk “It isn’t enough to just advertise on
down the street, surf the Internet, watch television…you’ve got to reach kids
television, and attend school. Food and through the day – in school, as they’re
drinks are among the most common shopping in the mall…or at the movies.
products aimed at children today. You’ve got to become part of the fabric of
their lives” (2).
Food advertising and marketing play a big
role in the way children and youth eat. A Unfortunately the profit that children bring
growing rate of obesity in children has to this industry comes at a price. We are
brought attention to the role of the media now seeing “adult health issues” such as
in this problem. Children and youth are the type 2 diabetes in children. Many children
adult consumers of the future, making don’t get enough key nutrients in their
them a valuable target group to food diets. These are needed for normal
advertisers. growth and development and to prevent
chronic disease, such as heart disease
The two most common ways to market and diabetes, later in life.
food to children is through school and
television ads. Food is the most common For many parents, it is a challenge to
product advertised on children’s television, compete with the messages their children
making up over 50 per cent of all ads. get from this powerful industry. We
Children may view as many as 40,000 cannot avoid or shelter our children from
commercials each year (1). these messages. However, we can guide
and lead them to become informed
The majority of food advertised to children consumers.
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. Please turnover to see how you can help.
How parents and caregivers can help
Be a positive role model
Media is powerful. But the strongest At home: When watching TV try to do so
influence on children’s eating patterns is as a family. This way you can limit the
parents’ attitudes and beliefs about healthy amount of time and type of shows your
eating. children view. Try muting the TV during
! Fill the fridge and cupboards with healthy commercials. Use this time to talk about
choices. your children’s day.
! Eat breakfast in the mornings.
! Pack healthy lunches for school and Empower your children
work. Talk to your kids about the media. Have
! Make time to eat supper as a family. them point out the different ways
! Plan family activities away from the TV. companies get children to buy their
products. Point out how famous people
Create supportive environments and animals are used in ads. This will
Children’s environments at home, at help children to think critically of the
school and in the community have a strong messages they hear. It will also help
impact on their choices. Help create them learn to draw their own
healthy places for your children. conclusions.
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 (3).
Produced by Public Health Nutritionists/Dietitians
in Ontario, December 2004
References
1. American Public Health Association. Food Marketing and advertising directed at children
and adolescents: Implications for overweight. Association News 2003;17:31-3.
2. Kraak, V and Pelletier, D.L. How Marketers Reach Young Consumers: Implications for
Nutrition Education and Health Promotion Campaigns. Family Economics and Nutrition
Review 1999; 11:31-41.
3. Improving the Health of Canadians, Canadian Population Health Initiative, Canadian
Institute for Health Information 2004; 138.