Slides Rosemary Stanton

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