by Suzanne Mathews

Created on: June 08, 2009   Last Updated: October 03, 2010

Child-centered marketing for food in general is not a new marketing technique, advertisers have used this method of marketing products for years. Often foods that cater towards children such as sugared cereal, are placed on the grocery store shelves at a child's eye level. Advertisers know a child can be convincing when they want something. Child-centered marketing for fast food is no exception. At an early age, children recognize Mc Donald's golden arches peering in the sky is the place for a happy meal and a toy. Consequently, child-centered marketing for fast food has negative effects, such as obesity.

Today, there are growing concerns that children are not eating a proper diet. According to the University of California, "...nearly 3 million 9th graders are 5.2 percent more likely to be obese if there is a fast food restaurant within a tenth of a mile of their school". Coupled with obesity, children consume more salt, sugar, and carbohydrates in their diet when they eat fast food compared to a meal prepared at home. Dr. David Ludwig, director of the obesity program at Children's Hospital in Boston reported; "...since the 1990s the consumption of fast food is higher due to the increase number of child centered marketing for fast foods." And with all of the latest gimmicks or free give-away products included with their meals such as toys, these numbers will continue to climb.

Obesity is not the only negative effects of child-centered marketing for fast food. On the contrary, children are loosing touch with the traditional cultures of preparing and eating meals at home. Studies have shown that cooking brings families together; cooking provides parents the opportunity to teach their children how to prepare meals at the same time educating their children about the value of nutrition. This is not to say, parents should deprive your children from eating fast foods altogether. What it does mean, the time spent with your child preparing home cooked meals would help them make better choices when they are tempted to eat fast foods.

Child-centered marketing for fast food may never disappear from advertising and sadly it will always have some negative effects to our children. We as parents have a responsibility to teach our children self control and discipline. With discipline and self control towards fast food marketing we may see child obesity decline and perhaps re-kindle an old tradition of preparing meals at home with their families.

References:

Maclay, K. (2009). Linking fast food proximity to obesity. Retrieved on June 8, 2009 at http://berkeley.edu/news/media/releases/2009/03/04_o besity.shtml

Holguin, J. (2003). Fast Food Linked to Child Obesity: Study: One-Third In U.S. At Risk of Obesity. Retrieved on June 8, 2009 at http://www.cbsnews.com/stories/2004/01/05/health/mai n591325.shtml

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