Congress Taking Action to Fight Childhood Obesity

I have remarked on a number of occasions on this blog that the solution to the childhood obesity problem will involve a multi-faceted effort.  This effort comprises the actions the food industry has taken over the past three years in developing and marketing 4,500 low fat, low calorie, and low carb products, as well as the general actions of the advertising community.  The Ad Council has been active in promoting healthy lifestyles through two major public service campaigns, Small Step, which is targeted towards adults, and Can Your Food Do That, which encourages children to make smart food choices.  Our industry’s self-regulatory body, the Children’s Advertising Review Unit (CARU) has worked vigorously to ensure messaging to children is truthful and non-deceptive.  CARU is also in the process of a top-to-bottom review of its progress to date to ensure their messaging is tough and comprehensive and adequately protects children.   

Congress has also been doing its part by putting forth legislation to help address the obesity problem.  Senator Bill Frist (R-TN) has legislation, the Improved Nutrition and Physical Activity Act (or IMPACT, S. 1325), which would provide:

• Grants for the training of health professionals on how to identify, treat and prevent
  obesity; 
• Grants for programs that help increase physical activity and improve nutrition, including
  helping schools develop curricula on health education and physical fitness; 
• Studies fielded on obesity related issues; and
• Funds to develop a youth media campaign aimed at changing the health behavior of
  children.

And just recently, Representatives Mark Udall (D-CO) and Zach Wamp (R-TN) introduced a resolution (H.Res. 696) designating the first week of May as “National Physical Education and Sports Week” and the entire month of May as “National Physical Education and Sports Month” to promote physical activity in children. 

It is also interesting to note that data from a study conducted by researchers at the University of North Carolina has found that caloric intake has not significantly increased over the last 30 years.  In addition, studies by the FTC indicate advertising directed at children on kids programming has declined 34% over the same period.  Yet obesity rates have surged over the same time period.  What could be behind that?

According to the CDC, participation in daily physical education in high school has dropped from 42% to 28% since 1991.  Also according to the CDC, while just over half of all schools require physical education from grades 1 to 5, this drops off significantly in middle and high school, from 32.2% in grade 6, to merely 5.4% in grade 12. 

It is vitally important that young people get the physical activity they need to stay healthy.  The legislation currently in Congress goes a long way to acknowledging that fact.  ANA believes that the Frist bill and Udall/Wamp resolution deserve strong support, and we urge Congress to push forward on them quickly.

Comments

[monica]

great article!
i am currently researching ethics in children's advertising (using footage and content analysis) and would love to find out if you have run across anything interesting in that department. in the meantime, congrats on such a great site!