Health
Studies conclude that limiting TV advertising can reduce childhood obesity


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Limiting the time for television advertising of fat, sugar, and salt-rich foods and beverages (HFSS) may make a significant contribution to reducing childhood obesity, according to a new study published this week. PLOS medicine By Oliver Mytton and his colleagues at the University of Cambridge, UK.
childhood obesity It’s a global issue with few signs of progress. As part of the UK Government’s plan to halve childhood obesity by 2030, the UK Government TV advertising For HFSS products from 5:30 am to 9 pm In a new study, researchers ChildrenPreviously published information on HFSS advertising exposure during these times and the relationship between HFSS advertising exposure and children’s caloric intake.
In this study, if all UK HFSS ads were withdrawn during the time of question, 3.7 million children in the UK saw an average of 1.5 less HFSS ads per day and averaged 9.1 kcal (calorie intake). 95%) We concluded that we would reduce it. CI 0.5-17.7). This reduces the number of obese children aged 5 to 17 years by 4.6% (95% CI 1.4-9.5) and the number of children considered overweight by 3.6% (95% CI 1.1-7.4). That’s equivalent to 40,000 fewer obese children in the UK and 120,000 fewer children classified as overweight, bringing the UK a financial benefit of £ 7.4 billion (95% CI 2-16 billion). .. This study only considers that HFSS advertising directly affects a child’s caloric intake, not the effect of HFSS advertising on changing dietary preferences and habits of both children and adults.
“Measures that may reduce exposure to health-related food ads on television may make a significant contribution to the reduction. Childhood obesity“This is a modeling study and cannot fully explain all the factors that, when implemented, affect the impact of this policy,” the author said.
“Our analysis shows that the introduction of the 9 pm watershed into food advertising on unhealthy television shows has made a valuable contribution to protecting the future health of all children in the UK, and It helps improve children’s health from a non-wealthy background, “says Dr. Mytton. .. “But children are now consuming media from a variety of sources, and increasingly from online and on-demand services, so make sure this is done to give all children the opportunity to grow healthy. It is important to do. Advertising It’s not just about moving to slots and online services from 9pm to 10pm. ”
Oliver T. Mitten et al. Potential Health Impacts of Limiting Health-Problem Food and Beverage Advertising on UK Television Between 05.30 and 21.00 Hours: Modeling Studies, PLOS medicine (2020). DOI: 10.1371 / journal.pmed.1003212
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