July 26, 2005

RESEARCH / ADVERTISING: US study: Fewer food ads on kids' TV

US study: Fewer food ads on kids' TV
19 July 05
A study by the US Federal Trade Commission (FTC) has found that children see significantly fewer TV advertisements promoting food products today than they did 28 years ago, the Washington Post has reported.

The study discovered that children watch about 13 food advertisements a day on TV nowadays, down from more than 18 in 1977.

It, however, found out that the incidence of childhood obesity has more than doubled since 1970.

The FTC findings were immediately cited by officials of the advertising industry and its critics to bolster their arguments over regulating food advertisements.

President of the American Advertising Federation, Wally Snyder, said: ?The decline in TV advertisements was proof that food marketers are not to blame for the steep rise in childhood obesity.

"Advertising is not the culprit, but lack of exercise and moderation in the diet are.?

The study was released at the start of a two-day government workshop which was held to explore the effect of kids' marketing on obesity and the food advertising industry's efforts to self-regulate advertisements.
Chris Schuepp
Young People's Media Network - Coordinator
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