Early Childhood Obesity Prevention Policies (2011) / Chapter Skim
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5 Marketing and Screen Time
5 Marketing and Screen Time
Pages 119-134
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From page 119... ...
. For young children, decades of research provides strong evidence that "marketing works" to establish their food preferences, purchase requests, and (at least)
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From page 120... ...
The first is to limit the exposure of young children to media and food marketing, as well as to improve voluntary standards for marketing foods and beverages to young children. The second is to provide consistent information and strategies to parents and other caregivers on how to prevent childhood obesity and promote healthy child devel opment through a long-term, robust program of social marketing.
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From page 121... ...
Rationale The recommended limitation on screen time for children aged 2–5 is related to two different factors, both of which have the potential to contribute to childhood obesity: the food and beverage marketing the child may experience when watching television or interacting with other media, and the amount of screen time to which a child is exposed. Young children are exposed to high levels of food marketing and advertising designed to foster brand loyalty and influence purchasing behavior (Elliott, 2008; Harris et al., 2009a,b; IOM, 2006; Kovacic et al., 2008)
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report Food Marketing to Children and Youth: Threat or Opportunity (IOM, 2006) , there is strong evidence that exposure to television advertising is associated with adiposity in children aged 2–11.
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positions screen time as a direct competitor with adequate physical activity in children from birth to 12th grade. Key physical activity objectives recommended by Healthy People 2020 include increasing the proportion of children aged 0 to 2 years who view no television or videos on an average weekday; increasing the proportion of children and adolescents aged 2 through 12th grade who view television and videos or play videogames for less than 2 hours a day; and increasing the proportion of children and adolescents aged 2 through 12th grade who use a computer or play computer games outside of school (or for nonschool work)
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From page 124... ...
They should consistently recommend limitations on young children's screen time exposure and encourage parents to ask child care providers about the amount of screen time that occurred during the day for their child. Although the committee thought it reasonable to assume that the relation ship between screen time and obesity among children aged 2–5 is similar to that among children aged 0–2, the evidence about this relationship was insufficient for the committee to make an obesity prevention recommendation for the latter age group.
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From page 125... ...
. Such varying standards, or the absence of any marketing standards, create a confusing food marketing environment for parents and children and make it difficult for parents to rely on marketing claims or make healthy product choices for their children, even with some improvements in product formulation (CBBB, 2010; Kunkel, 2009; Yale Rudd Center for Food Policy and Obesity, 2010)
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From page 126... ...
A large-scale social marketing pro gram, sustained over time and offering consistent and practical guidance, could help parents undertake actions, behaviors, and ongoing parenting practices that can help prevent obesity and support healthy development in their children. Such a program also could direct parents to complementary and reinforcing informa tion and guidance provided in health care settings and community service agencies (Asbury et al., 2008; IOM, 2006)
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From page 127... ...
. • Get everybody on the same page (talk to your family members, child care provider, health care pro vider, early childhood education program, and community service agencies about how to prevent childhood obesity)
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Coordination of the social marketing efforts with health care providers and community service agencies can add substantially to cost-effectiveness (Snyder et al., 2004)
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2010. Social marketing as a childhood obesity prevention strategy.
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Early Childhood Obesity Prevention Policies 130
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2009. Child care as an untapped setting for obesity pre vention: State child care licensing regulations related to nutrition, physical activity, and media use for preschool-aged children in the United States.
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. Early Childhood Obesity Prevention Policies 132
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2005. Television viewing in early childhood predicts adult body mass index.
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