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D.
The next step, of trying to establish whether or not a link exists between food promotion and diet or
obesity, is extremely difficult as it requires research to be done in real world settings. A number of studies
have attempted this by using amount of television viewing as a proxy for exposure to television advertising.
They have established a clear link between television viewing and diet, obesity, and cholesterol levels. It is
impossible to say, however, whether this effect is caused by the advertising,
the sedentary nature of
television viewing or snacking that might take place whilst viewing. One study resolved this problem by
taking a detailed diary of children’s viewing habits. This showed that the more food adverts they saw, the
more snacks and calories they consumed.
E.
Thus the literature does suggest food promotion is influencing children’s diet in a number of ways. This
does not amount to proof; as noted above with this kind of research, incontrovertible proof simply isn’t
attainable. Nor do all studies point to this conclusion; several have not found an effect. In addition, very few
studies have attempted to measure how strong these effects are relative to other factors influencing
children’s food choices. Nonetheless, many studies have found clear effects and they have used
sophisticated methodologies that make it possible to determine that i) these
effects are not just due to
chance; ii) they are independent of other factors that may influence diet, such as parents’ eating habits or
attitudes; and iii) they occur at a brand and category level.
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