Fast-Food Ads Outweigh Pleas From Parents, Study Finds

Ask kids whether they’d rather have a hamburger and fries or baked chicken and broccoli and you can count on most opting for the fast-food fare.

It long has been known that advertising is a big part of the reason. But a new study, published in The Journal of Pediatrics by Texas A&M’s International University researchers, underscores how much sway commercials have.

The study’s conclusion: While parents have some influence over their childrens’ choices, they are no match for the billions in annual spending on advertising for high-calorie, high-fat fast food.

As msnbc.com put it, the researchers found that “food ads have more clout when it comes to children’s food selection than even an involved parent.”

The researchers tracked 75 children between the ages of 3 and 8 who were shown a film with a commercial for french fries or for apples with dipping sauce. Afterward the kids were given the option of choosing one food or the other.

Among children who watched the french fries commercial, most picked fries. The figure was 71 percent among kids whose parents were neutral and 55 percent among the children whose parents encouraged them to select the healthier item.

When it came to children who watched the apple commercial, french fries purchases were far lower. Only 46 percent opted for french fries if their parents remained neutral. Even fewer, 33 percent, bought fries if  parents encouraged them to go for the healthier selection.

Researchers said parents shouldn’t underestimate their role in what their children choose to eat. “My biggest concern is that parents will think this study suggests they’re powerless in the face of advertisements,” said Christopher Ferguson, lead author of the study. “That’s not the case at all.”

The researchers acknowledged that the study had limitations. The sample size was small, nearly all of the children were Hispanic and the influence of parents may have been understated because of the difficulties of mirroring a real-world family environment in an experimental setting.

The study came out as pressure by consumer advocates worried about obesity are putting mounting pressure on fast-food chains. One recent sign of the times was the announcement by McDonald’s that it will add fruit, and cut back the fries, in its Happy Meals.

Still, advertising by the fast-food industry, much of it aimed at children and focusing on less-healthy food, is enormous. A 2010 study by Yale University’s Rudd Center on Food Policy and Obesity put the figure at $4.2 billion annually.

ROBERT T. NELSON

Related Posts:
A New Recipe for McDonalds’ Happy Meals, More Fruit, Fewer Fries
Pediatricians Urge Limits to Fast Food Ads on TV

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