WHY do we need a Government ban on junk food advertising during kids’ programs to tackle the growing childhood obesity problem?
Despite recent research suggesting such restrictions would be a highly successful and cost-effective solution, I have a plan that would be even cheaper to implement.
Just say “no”.
Sure, most children are seduced by the promise of a toy with their takeaway meal, covet the cereal pack with the giveaway gimmick inside, and pester their parents for the high-fat, high sugar treats that promises to make them so popular in the playground.
But they can’t actually raid the piggy bank, jump in the car and cruise on down to the nearest fast food outlet or supermarket all of their own accord, can they?
Usually, someone else takes them there and ultimately someone else pays for the product.
So the problem is not so much the junk food ads themselves, nor the specific timeslot in which they are screened.
The real issue is that too many mums and dads can’t seem to say “no” to their kids often enough to prevent them turning tubby - either in the short term, or down the track when they’re old enough to make their own choices, but don’t know how to make healthy ones.
And if you’re going to ban these ads for the sake of our children’s waistline, you’d also need to crack down on supermarkets and stores that stock unhealthy snacks at checkouts.
These temptations are often right at toddler eye-level and well within a little person’s reach.
Deakin University researchers say restricting junk food ads aimed at children, could result in the average Australian youngster weighing more than half a kilogram less, and could also save the nation about $300 million a year in obesity-related health costs.
I’d like to see a study done on the weight loss and economic benefits of Australian parents simply saying “no” more often when their kids pester them for junk food.
I’m not saying children shouldn’t be allowed to eat junk at all. My kids do occasionally, and so do I.
But that’s not because we’ve seen the food on some ad and been compelled to rush out and buy it.
And my pair never get rewarded with a treat if they have nagged, whinged or demanded one - the more persistent their efforts and louder their protests, the longer they have to wait until the next treat treat comes around. For my obesity-busting plan of “just say no” to work, I reckon it would need the support of the wider community, including the childless and those of you whose kids haveflown the nest.
When you see us out in public with a screaming, red-faced banshee throwing the most spectacular tantrum imaginable, please don’t look down your nose and curse us under your breath as bad parents.
The reality may be quite the contrary - we may be acting very responsibly and have just refused our little darling’s request for a double chocolate donut with cream on top.
Or maybe it was a takeaway meal with whiz bang toy, or a sticky snack that masquerades as “real fruit” but is no better than the proverbial spoonful of sugar, that was vetoed.
Saying “no” is not always easy, nor welcomed warmly by the kids, who won’t necessarily appreciate that you’re doing it for queen and country and the future of the homo sapien junior species.
It may, in fact, take quite a while before the young members of the family accept the boundaries of this brave new world.
But think of it this way: short-term pain (tears and tantrums) for long-term gain (healthier kids, healthier economy). And if governments really want to implement some sort of advertising ban, perhaps they should have a good look at some of the announcements on daytime commercial radio, and giant roadside billboards seen across Victoria.
Being asked to explain “erectile dysfunction” to a couple of curious primary schoolers is more of an issue to me than whether watching a few TV ads is somehow going to make them fat.
I can always “just say no” when they want to watch TV, but listening to the radio when we’re out driving in the car is one of those little personal luxuries that I really need, that I just can’t live without, pretty PLEEEEEEEASE.
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