According to ScienceDaily News, the study conducted by researchers from the National Bureau of Economic Research illustrates the link between fast-foot bans and positive reduction of overweight children (“Ban On Fast Food TV Advertising Would Reverse Childhood Obesity Trends, Study Shows”). The study was published in the Journal of Law and Economics in November 2008 and claimed that the rate of overweight children may decline in the United States by 18 percent if fast food advertisements are going to be banned.
This study was based on the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth that examined behaviors of 13,000 children towards TV commercials. After exploring and calculating the amount of hours of fast food advertising and children who watch these ads, researchers found interesting facts. They found that a ban of such ads will be resulted in the reduction of the number of overweight children, who are from 3 to 11 years old, by 18 percent and children, who are from 12 to 18 years old, by 14 percent in the United States (“Ban On Fast Food TV Advertising Would Reverse Childhood Obesity Trends, Study Shows”).
According to Michael Grossman, economist from City University of New York Graduate Center and who also participated in the study, the study clearly shows the strong correlation between watching food commercials and increasing numbers of overweight children. This study once again indicates that advertising in general and TV commercial in particular influence children’s eating habits in the negative way. Children not only become more passive, but they also consume more and more of unhealthy fast food that is high in sugar and fat. All these patterns can lead to the situation when children become overweight and finally obese. And unfortunately, obesity is not the final point; only in the United States “over 300,000 deaths can be attributed to obesity and weight” (“Ban On Fast Food TV Advertising Would Reverse Childhood Obesity Trends, Study Shows”).
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It is obvious that advertising plays a role in our lives and lives of children too, but thanks to the articles like this one we might realize how big this role is. The discussions about the negative influence of watching unhealthy food ads on children's weight and obesity might help to solve this huge problem of today. Before reading the articles like the one above I did never fully realize the impact of unhealthy food advertising.
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