Food marketing to children and youth

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Food Marketing to Children and Youth: Threat or Opportunity?http://books.nap.edu/catalog/11514.htmlExecutive SummaryCreating an environment in which children and youth can grow up healthyshould be a very high priority for the nation. Yet the prevailing pattern offood and beverage marketing to children in America represents, at best, amissed opportunity, and, at worst, a direct threat to the health of the nextgeneration. Dietary patterns that begin in childhood give shape to the healthprofiles of Americans at all ages. Because these patterns reflect the intersectinginfluences of our cultural, social, and economic environments, ensuringthat these environments support good health is a fundamental responsibility,requiring leadership and action from all sectors.The dramatic rise in the number of U.S. children and youth who areobese, have type 2 diabetes, and are at increased risk for developing obesityand related chronic diseases in adulthood, is a matter of national concern.Obesity among children and youth has more than tripled over the past fourdecades—from about 5 percent in 6- to 19-year-olds in the 1960s to 16 percentin 1999–2002. More than 9 million U.S. children and youth are obeseand another 15 percent are at risk for becoming obese. The prevalence oftype 2 diabetes among children and youth—previously known as “adultonset”diabetes—has more than doubled in the past decade.As a society, we have moved well beyond the era when our dietaryfocus was on ensuring caloric sufficiency to meet basic metabolic needs. Weare now confronted with nutritional inadequacy of a different sort. Dietsthat are high in calories and other constituents such as saturated fats, andlow in certain nutrients are putting our children and youth at risk fordiseases later in life, such as heart disease, stroke, circulatory problems,1Copyright © National Academy of Sciences. All rights reserved.This executive summary plus thousands more available at http://www.nap.edu
Food Marketing to Children and Youth: Threat or Opportunity?http://books.nap.edu/catalog/11514.html2 FOOD MARKETING TO CHILDREN AND YOUTHsome cancers, diabetes, and osteoporosis. Parents, communities, the government,public health sector, health care systems, and private enterprise allface significant challenges to create an environment for our children andyouth that turns the course and enhances their prospects for healthy lives.DIETARY PATTERNS FOR CHILDREN AND YOUTHHealth-related behaviors such as eating habits and physical activitypatterns develop early in life and often extend into adulthood. A healthfuland balanced diet provides recommended amounts of nutrients and otherfood components to promote normal growth and development, reducechronic disease risk, and foster appropriate energy balance and a healthyweight trajectory. Yet the diets of America’s children and adolescents departsubstantially from recommended patterns that puts their health at risk.Although there have been some improvements with respect to the intake ofcertain micronutrients, overall our children and youth are not achievingbasic nutritional goals. They are consuming excess calories and added sugarsand have higher than recommended intakes of sodium, total fat, andsaturated fats. Moreover, dietary intakes of whole grains, fiber, calcium,potassium, magnesium, and vitamin E are well below recommendationsand are sufficiently low to warrant concern. Adolescent girls and lowincometoddlers are especially at risk for inadequate intakes of iron.The result is that the health of children and adolescents is not as goodas it should or could be. Because of improvements in immunization levels,injury rates, and the availability of and access to children’s services, deathand disease rates for children are generally low. But more sedentary lifestylesand diets that are too high in calories, fat, sugars, and sodium, are puttingchildren’s futures at risk. Those who are poor face the greatest risk, as aresult of their already greater health, social, and nutrition disparities.If children and youth of all income and ethnic groups are to developdietary patterns that will provide lifelong health promotion and diseaseprevention benefits, their diets will need to change significantly. Theyneed to increase their intakes of fruits, vegetables, legumes, whole grains,and low-fat dairy products, and reduce their intakes of high-calorie andlow-nutrient foods and beverages, including snack foods and sweetenedbeverages.The dietary and related health patterns of children and youth resultfrom the interplay of many factors (Figure ES-1)—genetics and biology,culture and values, economic status, physical and social environments, andcommercial and media environments—all of which, apart from geneticpredispositions, have undergone significant transformation over the pastthree decades. Among the various environmental influences, none has morerapidly assumed a central socializing role for young people than the media,Copyright © National Academy of Sciences. All rights reserved.This executive summary plus thousands more available at http://www.nap.edu
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