Pre-school children who are exposed to the highest levels of television are twice as likely to recognise unhealthy food and drink brands over healthier options than those whose access to television is limited, according to new research published by Safefood.
The study also finds that parents with poor eating habits are unconsciously marketing unhealthy brands to their children and it suggests that the key window of opportunity for educating families and young children on the importance of healthy eating is during the preschool years.
The research, carried out by University College Dublin and Queen's University Belfast involved over 170 children aged between three and five. They were shown logos for nine food and drink brands, both healthy and unhealthy. Children were shown logos for the brands, asked to name them, explain what they were and match the logo to a picture of the food or drink.
“The study shows that parents’ eating habits and television viewing are linked to children’s knowledge of unhealthy food brands,” said co-author Dr Mimi Tatlow-Golden from UCD. “These findings suggest that we need to look at the complete marketing environment to all age groups, not just TV advertising. It looks as if marketing effects may be taking place through parents, who choose food for themselves and for their children.
“Eating habits, food knowledge and taste preference are formed early in life, and it’s much easier to change things then. Parents eating habits are linked with children’s knowledge about unhealthy foods, so parent education and family interventions are important,” she said.
The report was co-authored by Dr Eilis Hennessy also of UCD and she called on parents of young children to creatively support food education in crèches and preschools. "It should include teaching children about what's not healthy - not just what's good for them - as they have little understanding of this, yet they have high levels of knowledge about unhealthy food brands", she said.
Safefood’s nutrition director Dr Cliodhna Foley-Nolan said the research reiterated “the growing recognition of the need for further restrictions on marketing and advertising of foods high in fat, salt and sugar. In tackling childhood obesity and poor nutrition in children, we need to recognise the role of media channels aimed at children which advertise these foods such as the internet, online gaming and text messaging.”
Safefood is in the middle of a three-year campaign aimed at raising awareness of and dealing with the problem of childhood obesity. Research published last month highlighted the increased likelihood of overweigh children being overweight in adulthood if eating habits are not controlled. An overweight eight-year-old boy has a one-in-five chance of becoming an obese adult while a boy who is overweight at 13 has a 50/50 chance of becoming an obese adult.
Safefood has indentified adult perceptions of their own children’s weight as problematic with 54 per cent of parents of overweight children believing their weight was ok. Portion sizes are also of concern.
Safefood’s six key messages have been identified as limiting portions and treats, increasing activity, getting sufficient sleep, monitoring screen time and consuming less sugary drinks.
