The Childhood Obesity Epidemic Is a Serious Public Health Problem That Increases Morbidity

The childhood obesity epidemic is a serious public health problem that increases morbidity, mortality, and has substantial long-term economic and social costs. The rates of obesity in America’s children and youth have almost tripled in the last quarter century. Approximately 20% of our youth are now overweight with obesity rates in preschool age children increasing at alarming speed. According to the Centers for Disease Control and Prevention, the prevalence of obesity has more than doubled among children ages 2 to 5 (5.0% to 12.4%) and ages 6 to 11 (6.5% to 17.0%). In teen’s ages 12 to 19, prevalence rates have tripled (5.0% to 17.6%). Obesity in childhood places children and youth at risk for becoming obese as adults and associated poor health such as diabetes, cardiovascular disease, and some forms of cancer. Prevention efforts must focus on reducing excess weight gain as children grow up.

Today’s children, ages 8 to 18, consume multiple types of media (often simultaneously) and spend more time (44.5 hours per week) in front of computer, television, and game screens than any other activity in their lives except sleeping. Research has found strong associations between increases in advertising for non-nutritious foods and rates of childhood obesity. Most children under age 6 cannot distinguish between programming and advertising and children under age 8 do not understand the persuasive intent of advertising. Advertising directed at children this young is by its very nature exploitative. Children have a remarkable ability to recall content from the ads to which they have been exposed. Product preference has been shown to occur with as little as a single commercial exposure and to strengthen with repeated exposures. Product preferences affect children's product purchase requests and these requests influence parents' purchasing decisions. The Blame Game: It's tempting to blame big food companies for America's big obesity problem. After all, they're the folks who supersized our fries, family-portioned our potato chips and Big Gulped our sodas. On the other hand Companies have tried to help people make better choices, offering healthier products and more nutrition data. But people can't be forced to make the right choice, can they? Personal responsibility also falters when it comes to children, who are bombarded by junk food ads that undermine parents. Everything from child-friendly merchandizing of sugary cereals to cartoon ads is designed to give companies more sway over what children eat. Today, the food industry suffers from nutrition research overload, with tidal waves of new and sometimes contradictory health findings that strain its ability to produce appealing foods that are in sync with the latest science. But is It sciences fault that the public is informed? Who fault is it really for the rate of overweight children in America????

(1) CBS NEWS

Is it Science and its overload of contradictions? Or

Does the blame fall under personal responsibility? Or Is it the food industry that makes millions and millions of dollars marketing and promoting toys, cartoons, and child friendly merchandise? McDonald's, in particular, has responded to this growing trend that suggests that McDonald's should be held accountable for the health problems of obese people who eat the food at their restaurant. There is also a suggestion that consumers do not have free choice or take personal responsibility for their food choices that in some way McDonald's is responsible for luring these people into the franchise. As if they were inclined to buy this food, exclusively, because it is less expensive than other food. The topic lends itself to analysis; you could examine consumer behavior, which is a psychological study of the buying habits of people, and measure the level of responsibility that advertising plays in influencing the decision of the consumer. Does advertising really motivate to a hypnotic level the customer so that he cannot resist the urge to buy the product? Is McDonald's really brainwashing their customers into a life of health problems because they come to the franchise to eat Big Macs, French fries and milkshakes? It is a fascinating question to consider, at what point does the individual become less responsible for his behavior due to the influence of advertising? And, can successful advertising be blamed for the increase in obese children who eat McDonalds? Keep in mind that McDonalds responded to this accusation by adding healthy food choices to their menu. They offer choices in kids meals, milk instead of soda, fruit instead of French fries; salads are on the menu, grilled chicken, yogurt. But statistics show that most people go to McDonald's for the burgers, fries and shakes. In fact, the fries are the best selling product in the restaurant. There are many websites that will give you detailed information about this topic. Also, the book Fast Food Nation is a good source as is the movie Supersize Me. Pro: McDonalds is not doing anything wrong by focusing ads to children Con: McDonalds is wrong to focus ads to children