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Our children are greatly influenced by advertising and the advertisers are very aware of this. If you have ever watched childrens peak viewing times you will be more than aware of the constant stream of advertisements, aimed specifically at children. What children see is food being associated with happiness and fun times. They start to become influenced by branding from a very early age. They see convenience "junk" food being shown in these ads as being normal and this encourages them to seek them out.
Results of a study of school children in Boston found that for every hour of television viewed their kilojule consumption increased by 700kj per day. Consumption of advertised foods also increased. With children spending more time in front of television they are spending less time outside exercising and burning off calories. You have to question the moral issue of how ethical it is of the advertisers to be targeting those whose judgment is not yet fully developed.
Which ever way you look at it it becomes pretty clear that this is unethical and we should all be showing concern. The food they put in their mouth today greatly influences their health tomorrow. Not every company is behaving irresponsibly but many more companies could do with recognising their social responsibility to our future generations.
When looking at who is responsible for a child being overweight the parents are always the first thought but this is a more complex issue than that. Even though as a parent you have a huge influence over your childrens health it is also a social issue. Schools for instance have now started to change the food on offer at the canteen for more healthy options and are introducing health and fitness programs to encourage children to be more active.
There needs to be more consistency and a broader approach to these changes. As an expansion to the change in a childs diet; nutritional cooking classes for all children could be introduced into the school curriculm; changes to the way advertisers target children could be made; making time available to be together as a family with more flexible maternity and paternity leave and flexible working arrangements, all of these will contribute to a change in a childs lifestyle and well being.
While it may seem difficult to achieve, when you look at the potential health crisis that may lie ahead of us, finding solutions and actioning them will be benficial to our children.
As an estimate, worldwide, approximately 22million children below the age of five have a weight problem. It is not enough that our children are becoming over weight younger but they are also becoming heavier.
We need to do something about this situation, sooner rather than later because overweight children become overweight adults with the potential for certain types of cancer, cardiovascular disease, type two diabetes, hypertension and different sorts of social problems. The evidence now proven is that a person who had a weight issue when younger and became overweight as an adult, are at a greater risk of cardiovascular disease than that of a person who becomes overweight as an adult.
Prevention is better than cure!
