Children's Exposure to Television Advertising: Implications for Childhood Obesity

In 2005, the Institute of Medicine declared that the prevalence of childhood obesity in the United States ranks as a major health concern. Although the role of television advertising as a possible contributor has received considerable research attention, most previous studies have not included a detailed analysis of children's exposure on all programming or made comparisons with earlier estimates. Therefore, the Bureau of Economics staff at the Federal Trade Commission undertook a comprehensive analysis of television advertising to determine how many and what types of advertisements children are exposed to today and how the findings compare with their exposure before the rise in obesity. This article presents the major findings of the Federal Trade Commission's report and discusses several other issues that help inform the obesity debate. The article's insights will be useful to policy makers, researchers, marketers, and other constituencies involved in developing solutions to the obesity problem.