Food Marketing - A Driver of Childhood Obesity

The World Health Organization (WHO) defines overweight and obesity as an abnormal or excessive fat accumulation that may impair health. Based on the Body Mass Index (BMI), people with a BMI of greater than or equal to 25 are classified as overweight and those greater than or equal to 30 as obese.

According to data from the WHO, worldwide obesity has nearly doubled since 1980. Obesity is a leading risk for global deaths. Approximately 3.4 million adults die every year due to it while 44% suffer from diabetes, 23% from ischemic heart disease burden and between 7 to 41% of certain cancers, all attributable to obesity and overweight. 

As of 2012, more than 40 million children under the age of 5 were overweight or obese. Approximately 16 to 33% children and adolescents in the US are obese. Childhood obesity is often related to poor eating habits, overeating or binging, lack of exercise, family history of obesity, medical illnesses, certain medications, stress, family and peer problems, low self-esteem and depression. Obesity is a cause for concern because in a large number of cases, obesity results in further complications such as heart disease, high blood pressure, diabetes, breathing problems and sleep problems.

While all primary causes of obesity should be explored in-depth, an important reason for this rapid increase in childhood obesity is the fact that our nutritional environment has deteriorated to a large extent. People in general are overwhelmed with nutrient poor and high calorie foods. Most of these food items are easily accessible and are much cheaper than other healthier alternatives. According to Brownell & Horgen, "our obesogenic environment overwhelms people with nutrient-poor, calorie-dense foods, which are more accessible and less expensive than healthier, nutrient-dense choices, such as fruits and vegetables."

Marketing and advertising has been a major contributor in facilitating this bombardment. A large number of food-related advertisements are targeted toward youth and children.  Research shows that nearly $1.79 million was spent by companies in 2009 to promote food directly to children and teenagers.  Food advertising toward youth comprises mainly of low nutrient foods such as candy, soda, fast food and sugared cereal. While TV remains the primary medium for such advertising, there are now several other mediums which are easily accessible. These include Internet, radio, video games, cell phones, social media and word of mouth. 

According to Manhattan Physical Exams Center (2012), an average child views 12.8 food advertisements per day. That translates into 4700 ads a year. This is only on television. Cartoon characters such as Dora the Explorer, Disney Princesses, SpongeBob etc. are commonly used for in-store packaging and promotion of food products.

Fast-food restaurants are one of the biggest promoters of food that is poor in nutrition. McDonalds has thirteen different websites that exclusively target children and promote their Happy Meal. Fast food restaurants spent $393 million in 2009 on premiums including toys in kids' meals. They spent another $149 million to promote their products in schools. Companies like Krispy Kreme promote their donuts through fundraising campaigns. They sell their products on school grounds and even reward teachers with free or discounted products that comprise of pizza or candy. These rewards are then forwarded to children for good performance. 

Food advertising and marketing not only undermines parents' efforts to promote healthy eating habits in their children but also creates a misperception in the children's' minds when it comes to nutrition. Studies have already proven that the greater the exposure to televised food advertising, the greater is the likelihood that unhealthy food items begin to be judged as healthy and nutritious.

Overall, it is safe to conclude that while there are other factors that contribute to obesity, food marketing is one of the primary factors contributing to the increasing prevalence of obesity in our children. The Institute of Medicine is absolutely right when it says, "food and beverage marketing practices geared to children and youth are out of balance with healthy diets, and contribute to an environment that puts their health at risk." There is thus a definite need to control this aspect and address the issue of unethical and misleadi

The Tale of Brave Ritchie

Review by Angelene Heileson

In a world where bullying is more common and where bravery in school is needed, Shan Laks the author of The Tales of Ritchie the Rat addresses many of these issues affecting children today.  She discusses the issues of stranger danger and bullying and obesity in her newest tale The Tale of Brave Ritchie. 

The Tale of Brave Ritchie is made up of three different stories where Ritchie needs to be brave and show courage and wits while being in different situations.  While exploring the forest and looking for friends Ritchie encounters three dangerous animals with the lesson learned about talking to strangers.  Ritchie then in his next tale encounters the big bully rat, Cheet.  Ritchie learns to be kind even to the meanest of classmates.  Lastly, Ritchie and his friends participate in a football game where they all learn about having fun, playing well and becoming healthy.

Author Shan Laks writes a great tale which all kids will love and understand.  These Tales are written in a simple way that children of all ages can enjoy.  I read these tales to my 5 year old son.  He loved the stories as well as the beautiful drawings.  The illustrations are simple but done with bright colors that make it fun for kids who can't read to enjoy looking at.  I felt that Shan Lake really addressed many issues that our children face but also that we as parents should be discussing with our children.  These tales allow us as parents and providers of our children to allow for great discussions on these issues.  If as a parent you wonder how to discuss issues with your children, I would then encourage you to look into Shan Laks' Tales of Ritchie the Rat.

Shan Laks was born in Fiji and now a citizen of Australia where she resides.  She is a retired primary school teacher.  During her teaching years she was awarded, Teacher  Excellence level 1 and level 11.  As a teacher, she made an outstanding contribution to education.  She as a Curriculum Coordinator and mentor  to new students and teachers.  She was on the board of education with the University of Northern Territory.  She is now a full time children's writer that dedicates her times researching issues that effect our children.  Laks has always been very passionate in teaching children.  She says "My goal is to connect teachers, parents and children in their communities and get them to address ways to keep our children safe and healthy."

More is not better: Americans struggle with obesity

By Michael Aland

Obesity is a major problem, not only in America, but also in most countries, both developed and developing.  Childhood obesity statistics show that obese children and especially those in the teenage years have a 70% chance of being obese as adults.  This percentage increases to 80% if either one or both of the parents are obese(Hunt 23).  The epidemic of childhood obesity needs to be put to an end.  Who or what is ultimately responsible for childhood obesity?

While searching for major causes of childhood obesity, I came upon a very interesting article, which had a very different point of view than a majority of articles on the same topic, which read, “Obesity should be viewed as a consequence of a toxic environment, rather than the population failing to take enough personal responsibility” (Schwartz 79).  The article titled, “Actions Necessary to Prevent Childhood Obesity” by Marlene Schwartz, raises the argument that in order to make progress in decreasing the prevalence of obesity we must shift our views away from the medical aspect, and more toward public health, focusing on the population.  Schwartz gives many good examples of how a child can have the desire to make unhealthy choices just by driving down the street.  Children see many different signs, which draw their attention, most of which are fast-food establishments.  Children are drawn in but the parents who are driving them down the road are as well.  Essentially we are being enticed by these fast-food conglomerates everywhere we go.

Schwartz explains that humans are predisposed to prefer sweet foods, and as infants learn to prefer the flavor of high fat and high salt foods(78).  Learning at such a young age to desire these types of food, will have a lasting effect that is not going to magically disappear as you get older.  Eating healthy is critical while trying to maintain a healthy lifestyle.

Majority of Americans lead very busy and stressful lives, and when it comes to the end of the day, eating healthy isn’t really thought about.  Most of the time the easiest way to deal with hunger at the end of the day is to pick up food instead of cooking it.  This isn’t good when you have been snacking on donuts from the office and topping it off with a sixty-four ounce Coke.  Schwartz makes very valid points that most of us would never think about.  The marketing toward children alone to eat unhealthy is extremely high.  There is a wide range of advertising techniques that specifically target children.

While searching along the lines of different types of marketing toward children, a very well written article comes into view, “Catchy Cartoons, Wayward Websites and Mobile Marketing:  Food Marketing to Children in a Global World.”  In this article, Clare Corbett and Colin Walker state, by 2050, 70% of girls and 55% of boys will be overweight or obese, compared to 30% obesity rate today.  This article shows many types of marketing and how it affects children, stating very similar arguments as the article mentioned earlier, concerning how marketing can affect all of us.  Corbett brings up the main argument of low regulations regarding the promotion of unhealthy food toward children on television, and how they need to become stricter.  Television is not to blame alone; the internet and mobile marketing need to raise the bar as well. 

The way unhealthy foods are presented to us can and does have an effect on how decisions are made.  The way certain things are marketed is very appealing to some, and not so appealing to others. Marketing alone can’t be the only reason for this epidemic.  The way the argument was presented in the article, pointed fingers only at the marketing and not anywhere else.  There are some very good points, but not enough for anyone to close the book on the subject.

Many theories explain how humans are genetically wired to become obese.  Nothing they try or do will make them average weight.  There are doctors researching, countless hours, trying to find a solution if there is one.  One day maybe finding this no-name gene and eliminate it. 

A group out of the University of Pennsylvania, School of Medicine, research and compare parental feeding styles and tried to predict the outcome, trying to see whether these associations were dependent on children’s predisposition to obesity.  The article entitled, “Parental Feeding Attitudes and Styles and Child Body Mass Index: Prospective Analysis of a Gene-Environmental Interaction,” shows the results of 57 families that were tested ranging from high risk families to low risk families ages 3 to 7.  The authors come to the conclusion of the relationship between parental feeding styles and child’s BMI scores that suggest a gene-environment interaction, which in turn may produce additional weight gain. 

This just shows how vital it is to provide a firm foundation for children, centered on healthy eating habits.  When children are fed garbage food, something is triggered which reprograms children to want garbage, altering children’s genes in the process.  The lasting effects of unhealthy dieting are not something anyone should ever want for their children.

Continuing research down the path of healthy dieting, an article was found which made things even harder to understand.  The article titled, “Tackling the Epidemic of Childhood Obesity,” in which there is a quote that is very interesting.  Louise Baur, a member of the Canadian Medical Association states, “There shouldn’t be more promotion of physical activity in schools to reduce childhood obesity, but how schools should focus more on the dietary modification of the child.  Baur explains several benefits from physical activity in schools, including improvements in bone mineral density, blood pressure, lean muscle mass and aerobic capacity(701).  Ultimately she concludes the only way to go is to modify the diets of the children.

Does she plan on customizing personal diet plans for every child?  How can anyone make a statement, be so sure of it, and not even come up with a way to accomplish it?  Seeing through personal experience the effects of heavier-set friends dealing both with dietary and physical struggles, knowing that through staying active and maintaining a healthy diet, great things can be accomplished. 

Candida Hunt, the author of, “Tackling Childhood Obesity” introduces Health, Nutrition for the Really Young (HENRY) training courses for preventing childhood obesity.  The courses, which provide training for health and community practitioners working with families, combine key elements for a healthy lifestyle.  Hunt shows an effective way she has proven can work.  There needs to be a want, or desire to become healthy.  There are some families that need the additional help.  Hunt through hard work and diligence came up with a game plan to tackle the epidemic by teaching the entire family how to, and what they need to do to better themselves. 

Searching far and wide, hoping to uncover some sort of solution, to find one or many different ways to prevent childhood obesity, and coming to the conclusion that there isn’t just one solution.  Maybe the key is to look into all aspects and choose for yourself what you need to do.  Even if someone is genetically wired to become obese, that doesn’t mean he/she should give up hope and become an unhealthy person.  We need to make a change and just knowing how or what the changes may be will increase our chance of making it happen.

References:

Baur, L. (2009). Tackling the Epidemic of Childhood Obesity. Canadian Medical Association Journal, 108(7), 701-702. Retrieved Sept 10, 2013, from the Academic Search Premier database.

Corbett, C., & Walker, C. (2009). Catchy Cartoons, Wayward Websites and Mobile Marketing: Food Marketing to Children in a Global World. Education Review, 21(2), 84-92. Retrieved Sept 10, 2013, from the Academic Search Premier database.

Faith, M. (2004). Parental Feeding Attitudes and Styles and Child Body Mass Index: Prospective Analysis of a Gene-Environment Interaction. Pediatrics, 114(4), 429-436. Retrieved Sept 9, 2013, from the Academic Search Premier database.

Hunt, C. (2009). Tackling Childhood Obesity. Primary Health Care, 19(4), 22-24. Retrieved Sept 9, 2013, from the Academic Search Premier database.

Schwartz, M., & Brownell, K. (2007). Actions Necessary to Prevent Childhood Obesity. Journal of Law, Medicine & Ethics, 35(1), 78-89. Retrieved Sept 10, 2013, from the Academic Search Premier database.

Los Angeles children authentically EATalian

Major Health and Economical Benefits of the Mediterranean Diet (IACCW)

In the height of the childhood obesity epidemic, IACCW is partnered with the Los Angeles Unified School District (LAUSD) for a campaign called Authentically EATalian to bring gardens and cooking classes with prominent LA-based chef into the most underserved elementary schools in Los Angeles, to educate students and their parents on how to benefit from the Mediterranean diet while having low household income.

Adopted by many celebrity women to slow the aging process, the Mediterranean Diet can also help decrease the risk of mental illnesses. For example, Omega-3, B-vitamins and Vitamin C, all commonly found in Mediterranean food, contribute to mental and cardiovascular health as well as decreasing chances of Alzheimer's disease, depression and attention deficit-hyperactivity disorder.

"Authentically EATalian"

PROJECT OVERVIEW

"Authentically EATalian" is a multifaceted, bi-coastal initiative launched by the Italy-America Chamber of Commerce West in Los Angeles, with the support of the Italian Ministry of Economic Development and Assocamerestero - the Association of Italian Chambers of Commerce in the world. Today there are 76 Chambers in 50 countries with 140 offices and over 24.000 member companies. The Italian Chambers of Commerce Abroad carry out a wide range of activities facilitating the access of Italian companies to the respective markets and promoting the establishment of strategic business relations. Inspired by the Let's Move campaign launched by First Lady Michelle Obama, "Authentically EATalian" aims at giving children and their families a new perspective on food, helping them make better choices, one meal at a time.

OBJECTIVE: promoting Italian food and lifestyle while helping fight childhood / adult obesity in the US through nutrition education based on the Mediterranean diet principles, fitness and family fun activities.

THE ISSUE: Over the past three decades, childhood obesity rates in America have tripled. Today, almost one in every three children in the States is obese or overweight. The numbers are even higher in African American and Hispanic communities, where nearly 40% of the children are overweight or obese. Putting a STOP to this ever escalating epidemic is crucial. If not, one third of all children born today in America will suffer from diabetes at some point in their lives. Many others may face chronic obesity-related health problems such as heart disease, high blood pressure, cancer and asthma.

  

TARGET: grade school children from selected LA School District's public schools, families and fitness enthusiasts.

About Italy American Chamber of Commerce (IACCW):

Founded in 1987, The Italy-American Chamber of Commerce West (IACCW) is a nonprofit organization that connects entrepreneurs, schools, families and epicureans with authentic Italian culture to boost trade relations, healthy living and success with consumer-driven businesses.

About Chef Nicola Chessa:

Chessa joined restaurateur Piero Selvaggio's award-winning Valentino Restaurant Group in 2003. He trained in Las Vegas as a sous chef under James Beard award-winning Chef Luciano Pellegrini, at Valentino Las Vegas inside The Venetian-Resort-Hotel-Casino and after a short time was named Executive Chef at Giorgio Ristorante, where he still oversees kitchen operations and menu.

About Dr. Dena Herman:

Dr. Herman received her doctorate and master's degrees in public health from UCLA and her master's in nutrition sciences from Friedrich-Wilhelms University of Bonn, Germany.  She has expertise in both pediatric and life course nutrition.  Dr. Herman teaches in the UCLA Fielding School of Public Health and the David Geffen School of Medicine.