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29 September 2006

TV ads making kids obese?

The link between television ads, youngsters' viewing habits, and rising rates of childhood obesity in the United States will be the focus of a new study.

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The link between television ads, youngsters' viewing habits, and rising rates of childhood obesity in the United States will be the focus of a study by a Federal Communications Commission (FCC) task force.

The task force will start meeting early next year and produce a report that includes recommendations on how the food and media industries can work to combat childhood obesity, the Associated Press reported.

"Small children can't weed out the marketing messages from their favourite shows. Especially when the marketing campaigns feature favourite TV characters like SpongeBob or Scooby-Doo," FCC Chairman Kevin Martin said Wednesday at a news conference.

He noted that research suggests that the average American child sees about 40 000 TV ads a year. The majority of those are for fast food, cereal, candy, and toys.

The task force will include FCC officials, health experts, members of consumer advocacy groups and representatives from the food, television and advertising industries, the AP reported. – (HealthDayNews)

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September 2006

 
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