TV ads increase a child's desire for junk food and fast food

A new study published in the July issue of Pediatrics looks at mounting research showing a child's media use may be linked to body weight -- not only because they don't get as much exercise if they're watching TV and using other media, but also due to other issues related to media exposure.

The new policy statement from the American Academy of Pediatrics, entitled "Children, Adolescents, Obesity and the Media," states: "American society couldn't do a worse job at the moment of keeping children fit and healthy -- too much TV, too many food ads, not enough exercise, and not enough sleep."

It has become my routine during well child exams, beginning as young as age 2, to ask parents as well as children, "Do you have a TV in your room?" and "Do you have a computer or DVD player in your room?" I'm still amazed at the number of young children who answer "Yes" to these questions. Those who do respond "No" then ask me when they may have a TV in their room. My standard answer is. "When you leave home and go to college or start working."

The new policy statement reiterates that parents need to pay attention to the amount of "screen" time their children get daily. Total non-educational screen time (again, the definition of "educational" may vary from family to family) should be no more than 2 hours per day. This limit should also be enforced in childcare centers, after school programs and community centers.

According to the statement, the many ads on air for junk food and fast food only increase a child's desire for these foods. It's easy to keep your child from buying Cocoa Puffs or Fruit Loops when they've never seen the cute ads for these sugary cereals.

I still remember the advertising slogan "Trix are for kids!" Children who are allowed to stay up late at night watching TV are not only exposed to numerous ads, but also don't get enough sleep, and the combination puts them at greater risk for childhood obesity.

Dr. Victor Strasburger, one of the lead authors on the new policy states, "Kids see 5,000 to 10,000 food ads per year, most of them for junk food and fast food." By asking parents and their children about screen time, pediatricians can encourage a family to have a well thought out plan for limiting screen time while encouraging outside activity.

These recommendations will hopefully translate into less screen time, less exposure to advertising, less sedentary activity and ultimately a healthier weight for children.

Dr. Sue Hubbard is a nationally known pediatrician and co-host of "The Kid's Doctor" radio show.

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