American Kaiser Family Foundation

Impacts of Fast Food TV Ads on Young Children

Due to their ease of preparation, fast foods are extremely popular in today's culture. As a result of the large market, fast food chains use aggressive methods of customer attraction, especially through commercials. Due to the fierce rivalry in this market, businesses must use sophisticated strategies to draw in and keep customers. Television commercials are one of the most frequently used platforms. The majority of people in the modern world have access to TVs, so advertisements are seen by a larger audience. Nevertheless, the advertisements seriously endanger kids who are frequently fixated on TVs. In most of these adverts, kids are used to convey the message regarding a particular product; thus, enticing a similar group. The consistent utilization of children in these commercials attracts other kids which results in addiction. Therefore, this paper looks to illustrate the impacts of fast food TV ads on young children.

Background

Since the advent of technology and fast food consumption, the rates of obesity have consistently increased. The act of being grossly overweight is a major concern in most of the developed countries such as the United States. According to the World Health Organization, more than 42 million kids across the globe are suffering from obesity challenges (World Health Organization). Furthermore, the rates are primarily caused by the lack of physical activities as well as excess consumption of junk foods. It is worth noting that continuous intake of the unhealthy foods leads to obesity that exposes one to chronic ailments such as heart conditions and diabetes. In that regard, the more the kids are exposed to these TV adverts, the higher the chances of getting an addition to the fast foods and the subsequent gaining of weight that can lead to chronic diseases.

Research Findings

According to research conducted by the American Kaiser Family Foundation, a majority of the time dedicated to commercials on children television is channeled towards food adverts (Jolly). In that respect, kids are forced to believe that the advertised foods are better than other, healthy ones. It is also worth noting that none of the advertisements are directed towards healthy foods like fruits and vegetables. The finding also established that the companies use taste to entice the customers while also linking the products to newness, fans, and contests. In fact, some commercials relate the products to physical activities encouraging people to partake them due to the nutrient aspects. The study accurately illustrates that the consistent rise in fast food consumption emanates from the extensive advertisements through various media channels. Moreover, the commercials take advantage of the susceptibility of the children to sell their products.

Exposure in Schools

As per the Center for Disease Control and Prevention (CDC), kids in schools are exposed to junk foods as well as sugar-sweetened beverages, which are key contributors to obesity. It is in these institutions where they spend much of their time daily. Also, the kids influence one another to partake the fast foods in bulk. Therefore, when they are exposed to adverts through the televisions, they practice the same in school and encourage others to use the same. Besides, the children have the tendency of liking and demanding all the advertised products, whether they understand them or not. Even as overweight cases are rising, it is difficult for children to be cultured on the adverse aspects of fast foods, yet most of the outlets offer convincing messages on the same. The children would rather trust the commercials than their teachers or even parents on the challenges surrounding junk foods (Centers for Disease Control and Prevention).

Policy Changes

According to Thomas R. Frieden et al., childhood obesity can be reduced via policy changes. In that regard, policy changes should include regulation of the fast food environment and limit exposure to these foods. Evidently, as the prices of healthy foods continue to increase, the junk foods are continuously becoming cheaper. Also, the coverage in terms of advertisements associated with fast foods is broader than the healthy products like vegetables and fruits. As such, Frieden and the group implied that in order to improve nutrition while minimizing obesity, three fundamental techniques ought to be, i.e. regulation of the food prices, improvement of the healthy foods image, and modifying the exposure to the foods. Moreover, fast foods should be depicted as less attractive. As such, the media outlets have an immense role to play in ensuring fast foods consumption, especially among kids is reduced (Thomas R. Frieden).

Stringent Measures

Brownell and Frieden suggest that reducing fast food consumption requires stringent measures like the ones implemented for tobacco. In this case, prices were increased leading to a reduction in the amounts of tobacco purchased. Similarly, increasing the prices of junk foods may lessen its purchases, especially in learning institutions. Furthermore, advertisement charges should be raised to discourage this norm that exposes kids to fast foods (Brownell).

Conclusion

In conclusion, commercial activities through the media outlets such as televisions have led to the heightening of fast food consumption, particularly in learning institutions. Children have the propensity for influencing one another when they like something. Therefore, when they are attracted to the junk foods through the commercials, they influence others while in school. The heightened consumption levels also increase obesity among young individuals. The fact that most of these kids are involved in computer games with limited physical activities makes it more worrying. They are likely to gain weight making them prone to chronic diseases like diabetes.

Works Cited

Brownell, K., & Frieden, T. "Ounces of prevention—the public policy case for taxes on sugared beverages." New England Journal of Medicine 360.18 (2009): 1805-1808.

Centers for Disease Control and Prevention. "Increasing Access to Drinking Water in Schools." (2014): 1-54. .

Jolly, Rhonda. "Marketing obesity? Junk food, advertising and kids." 12 January 2011. 8 September 2017. .

Thomas R. Frieden, William Dietz, & Janet Collins. "Reducing Childhood Obesity Through Policy Change: Acting Now To Prevent Obesity." (2015). .

World Health Organization. "Obesity and overweight." June 2016. 8 September 2017. .