Government funded report says ads make kids fat

December 6, 2005 at 8:00 pm Leave a comment

National Academies of Science’s Institute of Medicine has released a report concluding that television advertising is associated with increased rates of obesity. The Institute goes on to recommend Congressional action if advertisers don’t get into shape:

If voluntary efforts related to advertising during children’s programming are unsuccessful in shifting the emphasis away from high-calorie and low-nutrition foods and beverages to advertising of healthful foods and beverages, Congress should enact legislation mandating the shift on both broadcast and cable television.

In an AdAge article, Dan Jaffe, executive VP of the Association of National Advertisers, warns against government intervention.

It’s an enormously radical proposal that if the advertising is not adequately balanced, the government will step in to force the desired balance. How would that be determined? Based on what? Who would be deciding what is and isn’t balance, what foods are good and which aren’t and based on what?

Of course, parents could also turn off their televisions and go play soccer with your kids. That’d be a good law too.


Entry filed under: All Posts, Childrens Advertising, Congress.

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