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Cited by 179Obesity, Physical Activity, DietNutrition, Health and Food BehaviorMedia Influence and Health

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By how much would limiting TV food advertising reduce childhood obesity?

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Veerman, J. L., Van Beeck, E. F., Barendregt, J. J., Mackenbach, J. P.·2009·The European Journal of Public Health
DOI 10.1093/eurpub/ckp039PMC PMC2712920
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Abstract

BACKGROUND: There is evidence suggesting that food advertising causes childhood obesity. The strength of this effect is unclear. To inform decisions on whether to restrict advertising opportunities, we estimate how much of the childhood obesity prevalence is attributable to food advertising on television (TV). METHODS: We constructed a mathematical simulation model to estimate the potential effects of reducing the exposure of 6- to 12-year-old US children to TV advertising for food on the prevalence of overweight and obesity. Model input was based on body measurements from NHANES 2003-04, the CDC-2000 cut-offs for weight categories, and literature that relates advertising to consumption levels and consumption to body mass. In an additional analysis we use a Delphi study to obtain experts' estimates of the effect of advertising on consumption. RESULTS: Based on literature findings, the model predicts that reducing the exposure to zero would decrease the average BMI by 0.38 kg/m(-2) and lower the prevalence of obesity from 17.8 to 15.2% (95% uncertainty interval 14.8-15.6) for boys and from 15.9% to 13.5% (13.1-13.8) for girls. When estimates are based on expert opinion, these values are 11.0% (7.7-14.0) and 9.9% (7.2-12.4), respectively. CONCLUSION: This study suggests that from one in seven up to one in three obese children in the USA might not have been obese in the absence of advertising for unhealthy food on TV. Limiting the exposure of children to marketing of energy-dense food could be part of a broader effort to make children's diets healthier.

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Figure 1 Modelled BMI distribution of 10-year old US boys. The solid line represents the distribution in 2003–04 based on NHANES data, the dashed line is based on the NHES data from 1963 to 1970.15 The area under the curve represents the total population of 10-year old boys. In 2003–04 a greater proportion of the distribution lies above the age-specific cut-off points for overweight (19.76) and obesity (22.64), reflecting the rising prevalence of overweight and obesity
Figure 1 Modelled BMI distribution of 10-year old US boys. The solid line represents the distribution in 2003–04 based on NHANES data, the dashed line is based on the NHES data from 1963 to 1970.15 The area under the curve represents the total population of 10-year old boys. In 2003–04 a greater proportion of the distribution lies above the age-specific cut-off points for overweight (19.76) and obesity (22.64), reflecting the rising prevalence of overweight and obesityCC BY-NC · PubMed Central

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  1. 1983, CURR ISSUES RES ADVERTISING, 6, 173
  2. 2004, Advance data, 27, 1

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Metadata

Authors
Veerman, J. L., Van Beeck, E. F., Barendregt, J. J., & Mackenbach, J. P.
Affiliations
  • The University of Queensland (AU)
  • Erasmus University Rotterdam (NL)
ORCID
Mackenbach, J. P.
Venue
The European Journal of Public Health
Publisher
Oxford University Press (OUP)
Published
2009-03-26
Volume
19
Issue
4
Pages
365-369
ISSN
  • 1101-1262 (ISSN-L)
  • 1464-360X
DOI
10.1093/eurpub/ckp039
PMC
PMC2712920
OpenAlex
W2148677460
Cited by
179
References
35
Citations by year
2026: 2 · 2025: 1 · 2024: 5 · 2023: 3 · 2022: 7 · 2021: 7 · 2020: 8 · 2019: 8 · 2018: 12 · 2017: 11 · 2016: 19 · 2015: 14 · 2014: 19 · 2013: 14 · 2012: 17
FWCI
16.39
Type
journal article
Language
en
Open access
Licence
cc-by-nc
Locations
  • European Journal of Public Health (publishedVersion, cc-by-nc)
  • PubMed Central (publishedVersion, cc-by-nc)
  • PubMed (publishedVersion)
  • EUR Research Repository (Erasmus University Rotterdam) (publishedVersion)
  • EUR Research Repository (Erasmus University Rotterdam) (submittedVersion)
Funders
National Health and Medical Research Council
Topics
  • Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Obesity, Physical Activity, Diet
  • Health Sciences › Nursing › Nutrition and Dietetics › Nutrition, Health and Food Behavior
  • Social Sciences › Communication › Media Influence and Health
Keywords
childhood obesity, television food advertising, advertising restrictions, overweight prevalence, body mass index, energy-dense foods, food marketing exposure, children's diet, obesity prevention, mathematical simulation model
MeSH terms
Advertising, Child, Child, Preschool, Female, Humans, Male, Nutrition Surveys, Obesity, Models, Statistical, Body Mass Index, Food Industry

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