Navigation Links
Researchers: Ban on fast food TV advertising would reverse childhood obesity trends
Date:11/19/2008

BETHLEHEM, PA (November 19, 2008) A ban on fast food advertisements in the United States could reduce the number of overweight children by as much as 18 percent, according to a new study being published this month in the Journal of Law and Economics. The study also reports that eliminating the tax deductibility associated with television advertising would result in a reduction of childhood obesity, though in smaller numbers.

The study was conducted by researchers from the National Bureau of Economic Research (NBER) with funding from the National Institutes of Health. NBER economists Shin-Yi Chou of Lehigh University, Inas Rashad of Georgia State University, and Michael Grossman of City University of New York Graduate Center co-authored the paper, which measures the number of hours of fast food television advertising messages viewed by children on a weekly basis.

The authors found that a ban on fast food television advertisements during children's programming would reduce the number of overweight children ages 3-11 by 18 percent, while also lowering the number of overweight adolescents ages 12-18 by 14 percent. The effect is more pronounced for males than females.

Though a ban would be effective, the authors also question whether such a high degree of government involvementand the costs of implementing such policiesis a practical option. Should the U.S. pursue that path, they would follow Sweden, Norway and Finland as the only countries to have banned commercial sponsorship of children's programs.

"We have known for some time that childhood obesity has gripped our culture, but little empirical research has been done that identifies television advertising as a possible cause," says Chou, the Frank L. Magee Distinguished Professor at Lehigh's College of Business and Economics. "Hopefully, this line of research can lead to a serious discussion about the type of policies that can curb America's obesity epidemic."

The study also found that the elimination of tax deductibility tied to advertising would similarly produce declines in childhood obesity, albeit at a smaller rate of 5-7 percent. Advertising is considered a business expense and, as such, it can be used to reduce a company's taxable income. The authors deduce that, since the corporate income tax rate is 35 percent, the elimination of the tax deductibility of food advertising costs would be equivalent to increasing the price of advertising by 54 percent.

Such an action would consequently result in the reduction of fast food advertising messages by 40 percent for children, and 33 percent for adolescents.

The studythe largest of its kind to directly tie childhood obesity to fast food advertising on American televisionis based on the viewing habits of nearly 13,000 children using data from the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth, both issued by the U.S. Department of Labor.

A 2006 report issued by the Institute of Medicine indicated there is compelling evidence linking food advertising on television and increased childhood obesity. "Some members of the committee that wrote the report recommended congressional regulation of television food advertisements aimed at children, but the report also said that the final link that would definitively prove that children had become fatter by watching food commercials aimed at them cannot be made," says Grossman.

"Our study provides evidence of that link," he says.

The Centers for Disease Control estimate that, between 1970 and 1999, the percentage of overweight children ages 6-11 more than tripled to 13 percent. Adolescents between the ages of 12 and 19 also saw a significant increase, reaching 14 percent.

Research indicates that there is an 80 percent chance an overweight adolescent will be an obese adult and that over 300,000 deaths can be attributed to obesity and weight in the United States every year.


'/>"/>

Contact: Tom Yencho
tsy205@lehigh.edu
610-758-3172
Lehigh University
Source:Eurekalert

Related medicine news :

1. Researchers: Program discourages HIV transmission in Russia
2. Attacks against medical researchers: Time to take a stand
3. Mayo Clinic researchers: Insulin-boosting medication does not impair ability to survive heart attack
4. Mayo researchers: complementary therapies help patients recover after heart surgery
5. OHSU researchers: Surgery, radiation gives early survival advantage in bile duct cancer
6. Christopher & Dana Reeve Foundation Launches First-Ever National Advertising Campaign
7. Autism Speaks, CDC and The Advertising Council Launch Program to Educate Teachers About Importance of Early Intervention for Autism
8. Medical Advertising Agency Healthcare Success Strategies Wins Two Gold Awards
9. Prescription Drug Advertising Subject of New FDA Web Site for Consumers
10. CIGNA Launches National "It's Time to Feel Better" Advertising Campaign to Support Health Service Mission
11. Advertising Hall of Famer Charles D. Peebler Receives Honor for Work Supporting Cure for Progressive Supernuclear Palsy
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/27/2016)... , ... June 27, 2016 , ... "FCPX editors can ... inside of Final Cut Pro X," said Christina Austin - CEO of Pixel Film ... Final Cut Pro X users can now reveal the media of their ...
(Date:6/27/2016)... ... June 27, 2016 , ... A ... revolutionize the emergency ambulance transport experience for the millions of people who require ... has disrupted the taxi industry through the use of technology. Now, SmartEMS has ...
(Date:6/26/2016)... ... June 26, 2016 , ... On June 10-11, 2016, A Forever Recovery, a ... and World’s Longest Breakfast Table in Battle Creek, MI, where the rehabilitation facility is ... to some of the world’s leading providers of cereal and other breakfast foods. Its ...
(Date:6/26/2016)... ... ... Brent Kasmer, a legally blind and certified personal trainer is helping to develop a weight ... app plans to fix the two major problems leading the fitness industry today:, ... program , They don’t eliminate all the reasons people quit their exercise program ...
(Date:6/25/2016)... Austin, TX (PRWEB) , ... June 25, 2016 , ... ... Fellow of the American College of Mohs Surgery and to Dr. Russell Peckham for ... popular and highly effective treatment for skin cancer. The selective fellowship in Mohs Micrographic ...
Breaking Medicine News(10 mins):
(Date:6/23/2016)... Research and Markets has announced the addition of ... Forecast to 2022" report to their offering. ... date financial data derived from varied research sources to present ... impact on the market during the next five years, including ... sub markets, regional and country level analysis. The report provides ...
(Date:6/23/2016)... -- , , , WHEN: , ... , , , LOCATION: , , , Online, with free ... EXPERT PANELISTS:  , , , Frost & Sullivan,s Global Vice President ... Industry Analyst, Divyaa Ravishankar and Unmesh Lal, Program Manager , ... is witnessing an exceptional era. Several new demand spaces, such as ...
(Date:6/23/2016)... , June 23, 2016  Guerbet announced today that ... Supplier Horizon Award . One of ... was recognized for its support of Premier members through ... clinical excellence, and commitment to lower costs. ... this recognition of our outstanding customer service from Premier," ...
Breaking Medicine Technology: