Little pitchers have big ears � and bellies

The Kaiser Foundation says scintillating junk food ads are pushing child obesity levels through the roof. "I want the Sponge Bob Square Pants crackers!"

By Armen Tamzarian

Juicy hamburgers sizzle on the grill, crispy golden fries are tossed in the air in slow motion. Beloved cartoon characters gleefully peddle colourful sugary cereals. What kid could resist these temptations?

Children are sitting targets when it comes to advertizing and the ad men are cashing in with their mouthwatering commercials � they're spending over $12 billion US a year on advertizing aimed at the youth market. The cost to children's health, however, hasn't been well understood. According to a new report by the Kaiser Family Foundation, entitled The Role of Media in Childhood Obesity, that cost may be very high indeed. TV commercials are aiming straight for our children's waistlines, adding to one of western society's most significant public health problems � obesity. The Kaiser report reviews more than 40 studies on the role of media and childhood obesity. They estimate that the average child sees about 40,000 ads a year on television alone.

Though the numbers aren't quite as high, we've got the same problems here in Canada. "No question, childhood obesity is an epidemic," says Dr Claire Leblanc, chair of the Canadian Paediatric Society Advisory Committee on Healthy Active Living for Children and Youth. "The prevalence of [childhood] obesity in Canada has tripled in the past several years and there doesn't seem to be an end to this."

Some of the numbers are staggering. According to the Canadian Paediatric Society, almost one in four Canadian children are considered overweight or obese. In Canada, approximately 40% of obese children and 70% of obese teenagers remain obese in adulthood. Using body mass index (BMI), children are classified as obese if they fall in the 95^th percentile for their age and sex. They are considered at risk for becoming overweight if they are between the 85^thand 95^thpercentile.

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"The media does play a role in childhood obesity to a certain extent � a rather negative one," says Dr Leblanc. "Advertising agencies are marketing [to] kids, putting ads for high fat and sugar foods during children's programming."

"Unfortunately, young children haven't reached the cognitive level necessary to recognize the subtleties of some of the messages in these commercials," adds Dr Leblanc, who believes that some of the ads should be shown during adult hours so that parents can help their children distinguish between advertizing and reality.

In addition to the food ads, media contributes to childhood obesity in other ways, including the time it robs from children's physical activities. Sedentary activities such as watching TV and playing video games are on the rise, according to the Canadian Paediatric Society, which estimates that Canadian children watch an average of 15.5 hours of television a week. Dr Leblanc believes that the problem is particularly serious among girls because they are 20% less active then boys.

This isn't about looks or vanity. The primary concern with childhood obesity lies in the health related issues associated with the obesity problem in general. Some of the medical complications of obesity include respiratory problems, hypertension, cardiovascular disease, depression and type II diabetes � a condition that was once associated with adults only. "If this was an aesthetic issue, we would not be having this conversation," says Dr Leblanc. "Cardiovascular disease is the number-one killer in North America."

So what can be done? The Kaiser report suggests regulating food ads targeted at children, promoting healthy eating and more exercise, and reducing the time children spend watching TV, playing video games or on the internet. Dr Leblanc believes that these recommendations may be a step forward, but she's not ready to paint the media as a complete bogeyman.

"We can't blackball the media 100%," she says. She admits that some of the radio and television coverage of childhood obesity has been helpful. "They can be part of the solution. Everyone is responsible. There's not one particular group or individual that is to blame and until we agree to work together, the problem of childhood obesity will only get worse."

The Role of Media in Childhood Obesity is available at www.kff.org/entmedia/7030.cfm