Illawarra parents take note – being overly controlling with your kids’ diets is no match for junk food marketing.
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In fact a key finding of a study led by University of Wollongong researchers found food consumption of all children increased after they were exposed to promotions for unhealthy food and drinks.
Furthermore, the increase was greatest among those whose parents reported that they used controlling feeding practices, such as not allowing their children access to unhealthy foods in the home.
The study, of 160 children aged between seven and 12, measured their food consumption after exposure to television and online advertising.
The study published in the journal Appetite, found all children were susceptible to junk food advertising, regardless of how parents try to influence their eating habits.
Your child appears to be at the mercy of whatever food industry messages they are seeing.
- Jenny Norman
The research paper’s lead author, PhD student Jenny Norman said “what the study indicates is that as a parent you are damned if you do, damned if you don't”.
“Your child appears to be at the mercy of whatever food industry messages they are seeing,” Ms Norman said.
“Basically, the effects of advertising overrode any child's ability to regulate themselves.”
Associate Professor Bridget Kelly, from UOW’s Early Start and School of Health and Society, said children exposed to advertising from multiple sources were particularly susceptible to overeating afterwards.
“When kids see advertisements from multiple media sources it really is overwhelming and their defences are really down,” Prof Kelly said.
“There's emerging evidence to suggest that children don't see online advertising merely as marketing and so their scepticism is reduced.”
The argument that parents should be the sole gatekeepers of children's diets, that we don't need so-called ‘nanny state’ government control over what advertising children see, is a furphy.
- Associate Professor Bridget Kelly
She said the study strengthens the case for greater regulation of food industry marketing to children.
“The message from this paper is that yes, parents are largely responsible for children's diets, but we also need governments to step in to create supportive environments for children in terms of the advertising they see,” Prof Kelly said.
“The argument that parents should be the sole gatekeepers of children's diets, that we don't need so-called ‘nanny state’ government control over what advertising children see, is a furphy.
“Children aren't able to defend themselves against this marketing. It's more than just getting parents to be gatekeepers; this research shows that governments need to step in and regulate.”
“Children's self-regulation of eating provides no defense against television and online food marketing” was funded by an Australian Research Council Linkage Grant.