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Associate Article

 13 May 2008 13:15 BST

The war against junk food commercials aimed at kids – healthy diet alternatives

Sustain, a group of campaigners who want to see better food and farming suggest that around 90% of food commercials, which are aimed directly at children, are for products that are high in fat, sugar or salt. These commercials are broadcast during the breaks in children’s television programmes, thus selectively targeting them as a consumer audience.

The group are calling for tougher restrictions to be placed on this type of advertising, arguing that they are disproportionate when compared to the lower frequency of advertisements for healthier food, such as fresh fruit and vegetables.

With obesity a growing problem for children in the UK, many parents are now sourcing recipes that offer a tasty and more nutritious alternative to the fatty, sugary foods advertised on television – ironically often from TV websites such as the BBC or UKTV. UKTV for example features recipes from that well known proponent of healthy food, Jamie Oliver, as well as many other famous TV chefs.

The far-reaching consequences of the trend for junk food lead to startling predictions for future generations. In the last 20 years, the number of obese children has doubled with one in 10 six-year olds and one in 6 fifteen year-olds qualifying as medically obese. It is predicted that, within a generation, at least 40% of the population could be categorised in this way. This would also give rise to the numbers of people suffering from cancer, heart disease and diabetes, as obesity increases the risks of these conditions.

It has been recommended that nutritional education start at home, as well as in school. While schools have been encouraged to use healthier recipes and offer healthier alternatives for school dinners, that work is at risk of being undone in the home.

Working parents often feel that they do not have the time to create balanced meals and instead rely on convenience or fast food to feed their families. However, those that do take the time to do this have reported a greater satisfaction from their children and, in some cases, have experienced a greater bond within the family unit as mealtimes become a group, rather than a solitary event.

There is also an economic benefit to home cooking. As well as being able to monitor and regulate a child’s intake of unhealthy foods, it seems that budgeting and pre-planning for menus can cut the cost of food bills substantially when compared to the expenditure involved in relying on takeaways and junk food. Simple planning has been shown to cut food bills by nearly a third and offer children a more nutritious diet.

With research continuing to unearth the benefits of certain foods, parents are also finding themselves in a position to help their children within the school environment. Foods such as fish have been proven to have a positive effect on those with learning difficulties or dyslexia, while breakfast foods such as porridge not only reduce cholesterol levels, but have also been found to offer a slow release of carbohydrates, which can increase a child’s concentration abilities.

In contrast, sugar-based breakfast cereals offer a quick fix with regard to appetite and energy, but they are quickly processed and tend to leave the child feeling hungry, run-down and unfocused.End of story

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