The relationship between fast food ads, parental influence, and food choices made by children is explored in a new study about to be published in The Journal of Pediatrics.
Researchers studied 75 children ranging in age from 3 to 5 years. The children were divided into two groups, and each group watched a series of two cartoons, with commercials shown between each cartoon. Half the children saw a commercial for French fries, and the other half saw a commercial for apple slices with dipping sauce.
Afterwards, the kids could choose a coupon for either advertised food with input from their parents – half of whom encouraged their child to choose the healthy option, while the other half remained neutral.
For the French fries commercial, 71 percent of kids chose the coupon for French fries if their parents remained neutral. However, the number dropped to 55 percent when parents encouraged their kids to select the healthier option.
Of the children who viewed the apple slices commercial, only 46 percent picked French fries when their parents remained neutral, and the number dropped to 33 percent with parental encouragement.
"Children were clearly influenced by the commercials they saw; however, parents are not powerless," said lead author Dr. Christopher Ferguson. He noted that although advertising effects can be considerable, "Parents have an advantage if they are consistent with their long-term messages about healthy eating."
Rather than focusing on banning advertisements to children, the authors suggest that politicians, advocates, and food producers should concentrate on ways to promote the advertisement of healthy food options.