According to researchers from the University of Illinois at Chicago, the number of TV advertisements US children see for high-fat, salty and sugary foods and beverages has declined in recent years, but the majority of kids’ TV food advertising is still for less healthy choices.
According to the research, children aged 2 to 5 saw an average of 10.9 food-related television advertisements each day in 2009, down 17.8% from 2003, while 6- to 11-year-olds saw 12.7 food ads, down 6.9% on 2003. The largest reduction was for sweets ads, which fell by 55.1% among the younger age group and 44% among the 6- to 11-year-old group. Exposure to beverage ads fell 40%.
However, the researchers found that in 2009, 86% of ads targeted at children under 11 still featured products that were high in saturated fat, sodium or sugar, leading the researchers to suggest that industry self-regulation via the voluntary Children’s Food and Beverage Advertising Initiative (CFBAI) has not done enough to reduce children’s exposure to advertisements less healthy foods.
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