Food ads on TV: a health hazard for children?

Objective: To examine the nutritional quality of food in television food ad vertisements that are targeted at children. Method: We videotaped 42 hours of children's programs and analysed the food advertisements' content and nutrient composition using the New Zealand Foo d Composition Database. Results: Of 269 food advertisements, 63% were for foods 'high in fat and/or sugar'. Children who ate only the advertised foods would eat a diet too hi gh in fat, saturated fat, protein, free sugars and sodium. Furthermore, the ir diets would have suboptimal levels of fibre and suboptimal intakes of a number of important micronutrients (depending on age), including magnesium, selenium and vitamin E. The food products advertised on this channel rarel y included nutritious low-cost foods that are necessary for food security i n low-income groups. There were also no food advertisements that included a ny of the healthy foods consumed by Maori and Pacific peoples. Conclusions: Food advertisements targeted at children generally reflect the dietary pattern associated with an increased risk of obesity and dental ca ries in childhood; and cardiovascular disease, diabetes and cancers in adul thood.