Fwd: Study: junk food 'threat' aimed at kids

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Greetings: Information for you.Gideon Graff <gideongraff wrote: "SproutRawFood " <SproutRawFood >Gideon Graff <gideongraffWed, 07 Dec 2005 18:38:00 -0500[sprout] Study: junk food 'threat' aimed at kidsDec. 07, 2005Study: junk food 'threat' aimed at kidsBy Brooks BoliekWASHINGTON -- A government study released Tuesday says the entertainmentindustry endangers the health of American kids because its characters areused to market unhealthy food products to them.The report performed by the Institute of Medicine of the National

Academiesand funded by the Centers for Disease Control found that "the prevailingpattern of food and beverage marketing to children and youth in Americarepresents, at best, a missed opportunity, and at worst, a direct threat tothe health prospects of the next generation."Sen. Tom Harkin, D-Iowa, who secured the $1 million funding for the report,said the findings shouldn't come as a shock as he accused high-profileHollywood characters of turning children into junk-food addicts."This report proves that the onslaught of junk food marketing is endangeringthe health of our children," he said. "We would like to think that SpongeBobSquarePants, Shrek and the Disney princesses are likable, kid-friendlycharacters, but they are being used to manipulate vulnerable children tomake unhealthy choices. This must stop."http://www.hollywoodreporter.com/thr/index.jsp(KEY WORD "HEALTH")The

report claims to offer the most comprehensive review to date of thescientific evidence on the influence of food marketing on diets of childrenand youth.Because dietary preferences and eating patterns form early in life and setthe stage for an individual's long-term health prospects, significantchanges are needed to reshape children's awareness of healthy dietarychoices, the report indicated.While the report notes that many factors shape children's eating habits, itcalls on the government to enhance nutritional standards, incentives andpublic policies promoting the marketing of healthier foods and drinks.It also calls on schools, parents and the media to work with government andindustry to pursue initiatives that support healthful diets for children andyouth.If those voluntary efforts fail to bear fruit by shifting TV advertisingaway from junk food, then Congress should enact legislation to mandate thischange

on broadcast and cable television.The report found that companies spent an estimated $10 billion to marketfoods, beverages and meals to American kids last year. Four of the top 10items that children age 8-12 say they can buy without parental permissionare either foods or beverages, the report indicated."Current food and beverage marketing practices put kids' long-term health atrisk," said committee chair J. Michael McGinnis, senior scholar at theInstitute of Medicine. "If America's children and youth are to developeating habits that help them avoid early onset of diet-related chronicdiseases, they have to reduce their intake of high-calorie, low-nutrientsnacks, fast foods and sweetened drinks, which make up a high proportion ofthe products marketed to kids."While the study sought to pressure the media, food manufacturers andrestaurants to push healthy grub, food industry-backed groups dismissed thestudy saying "it

failed to find a causal link between televisionadvertisements and childhood obesity.""It's the height of chutzpah to call for sweeping federal regulations onmarketing without having evidence to prove that advertisements causechildhood obesity," Center for Consumer Freedom analyst Justin Wilson said."This is just another feel good solution that won't make any difference."The study failed to address whether a lack of physical activity played arole in increasing childhood obesity rates, he said."While the IOM clamors for federal restrictions on advertising to children,the true culprit for childhood obesity -- physical inactivity -- iscompletely ignored," Wilson said. "According to the Department of Health andHuman Services, more than a third of young people in grades 9-12 do notregularly engage in vigorous physical activity. If we are serious aboutfighting obesity among our children, we need to get them seriously active." Visit your group "SproutRawFood" on the web.