A recent study shows with no doubt the close link between viewing unhealthy food advertisements on TV and overweight children. According to many reports watching television is the most engaging activity, except sleeping, for many kids. Besides the fact watching TV is a sedentary activity, the study concluded that the consequence of averaging 22 hours of viewing a week is high exposure of children to any kind of commercials.

Because these days too many children may spend money on their own, they are being exploited by clever marketing and food companies often target their campaigns to this group. The study provides strong evidence that television is very effective in pushing kids to eat the junk foods that are advertised. As a result, kids who spend more time watching television also eat more of the low-nutrient and calorie-dense foods. Television watching time was also founded to be the strongest lead to additional consumption of sugar-sweetened beverages.

The major social concern is the health of the kids around the world is put at risk by the marketing of junk food trough television. The rising epidemic of childhood obesity in EU and the United States has been associated to diabetes and cardiovascular disease in even young children, and to an accumulation of health troubles in their later life.

Valerian D is a freelance writer interested in health issues that requires a social concern such as childhood obesity