An Investigation of the Impact of Television Advertising on Children's Eating Behavior and Obesity

Food advertising on television, which mainly targets children and adolescents, is one of the major environmental factors on food consumption among this age group. Pervasive influence of food advertising in television has a direct impact on children’s knowledge, attitude, purchase behavior and consumption patterns. Wide area of ​​advertising is subject to food advertising which up to 98% of it is related to junk food advertising. Thus, television commercials, especially sugary and low-nutritious food marketing, due to a potential role in increasing obesity epidemic and promoting unhealthy diet in children has always been under significant criticisms. Disseminating food preferences via media affects children not only in the context of brands, but also in the use of high-energy food. Children more likely choose high-fat and -carbohydrate food and prefer buying the advertised brand. As a result, obesity among children is inevitable. The impact of television advertisements on the attitudes, preferences and eating habits of children and adolescents should be greatly taken into account by higher health authorities. According to recent studies, Iranian society is facing an increased trend of obesity and diabetes. In order to reduce the effect of inappropriate advertisements on the children’s diet, preferences and obesity; several measures such as issuing comprehensive governmental guidelines in this regard, laying down legal limits for advertising high fat and calorie food industry, educational television programs for children to promote the importance of having healthy and complete diet and families’ attention to control the purchase behavior of their children for high-calorie junk food seems necessary.