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key influences on diet behaviour in children : key influences on diet behaviour in children Dr Rosemary Stanton OAM PhD APD
key influences on diet behaviour in children : key influences on diet behaviour in children breast feeding
the foods available
child’s age, activity andamp; growth rate
individual taste preferences
parents’ time constraints
where children eat
advice from family and friends
peer group pressure
advertising
television advertisements : television advertisements average child in USA sees over 20,000 advertisements a year
viewing time food ads/hr Cals /hr Fat /hr Sugar/hr children's 12 2,590 74g 418g
adult 5 1,398 62g 14g
mixed 6 1,731 77g 17g
changes in children’s food choices : changes in children’s food choices % consuming poor food choices
food 2-3y 4-7y 8-11y 12-15y
snack foods 23 32 35 34
confectionery 47 54 54 48
soft drinks 28 35 39 47
fruit 77 69 59 54
Source: NNS Australia 1995 ABS 1999
pester power : pester power 73% of children demand advertised products
80% persist with demands when parents say ‘no’
Source: CWS Ltd 2000 Blackmail – the first in a series of inquiries into consumer concerns about the ethics of modern food production and advertising, CWS Ltd Manchester; Sustain 2000 Reaching the parts. Community mapping: working together to tackle social exclusion and food poverty. Sustain London
children & advertising : children andamp; advertising up to age 4 ads seen as entertainment
age 6 to 7 believe ads provide information
up to age 7–8 can’t distinguish between information and intent to persuade
by 10–12 can understand motives andamp; aims of advertising, but most still can’t adequately explain sales techniques sources: Young B (1998), Emulation, Fears and Understanding: A review of recent research on children and television advertising, ITC, London. Kunkel D Children and Advertising A Fair Game? 1994. Ward S., Wackman D. andamp; Wartella E., (1977), How Children Learn to Buy, Beverly Hills CA: Sage, cited in Young B (1998)
children & advertising : children andamp; advertising If advertising is not a major influence (as some claim), why do food and advertising industries get so upset at international suggestions to ban it?
changes needed : changes needed the home
set aside time for healthy meals
limit television viewing
changes needed : changes needed physical activity
urban design
open spaces
pavements
bike paths
parks
playgrounds
pedestrian zones
changes needed : changes needed schools
fund mandatory physical education
establish stricter standards for school lunch programs
eliminate unhealthy foods such as soft drinks and lollies
provide concessions on healthy snacks
changes needed : changes needed marketing and media
consider a tax on fast food and soft drinks
subsidise nutritious foods – fruits and vegetables
require nutrition labels on fast-food packaging
prohibit food advertisement and marketing directed at children
increase funding for public-health campaigns
key influences – where can we change? : key influences – where can we change? breast feeding
the foods available
parents’ time constraints
advice of family andamp; friends
peer group pressure
advertising - continue current campaign
- tax on junk food, subsidies
- change work place practices
- education, labelling
- school education andamp; example, labelling
- controls needed
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