Fast-Food ads overlooks new trends

A new study claiming that banning fast-food ads from children’s television programs would reduce the number of overweight kids does not take into account the changes restaurateurs have made over the past few years, says an industry group spokeswoman.

The national study, which is being published this month in the Journal of Law and Economics, suggests that the outlawing of such commercials would decrease the number of overweight children in the United States by 18 percent and the number of overweight teens by 14 percent.

However, Ellen Davis, a spokeswoman for the National Council of Chain Restaurants here, says the study relies on old data that does not take into account changes within the industry.

"The study uses survey results from 1979 and 1997," Davis said. "Fast-food operators have diversified their menus and made it possible to choose a variety of options since then. It's disappointing the data can't be more timely."

The study, which received some federal funding, examined data on some 13,000 children from the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth. Both were published by the U.S. Department of Labor.

Since those studies were conducted, the fast-food industry has actively been addressing nutrition in children's meals. Last summer, for example, Burger King unveiled a new, 350-calorie Kids' Meal consisting of macaroni and cheese, Fresh Apple Fries with a low-fat caramel dipping sauce and 1-percent milk. More recently, Burger King said it would limit the salt content in all Kids' Meals marketed to children younger than 12.

Last year, McDonald's said all of its advertising to children under 12 would promote only those meals that meet specific calorie, fat, saturated fat and sugar limitations in keeping with the current Dietary Guidelines for Americans. The chain said its ads would feature the 375-calorie Happy Meal with four chicken McNuggets, apple slices, low-fat caramel dip and 1-percent white milk.

Another study conducted in 2006 by the Institute of Medicine found there was a connection between fast-food advertising and childhood obesity, but said more proof was required.

The U.S. Centers for Disease Control and Prevention estimates 18.8 percent of children between 6 and 11 are overweight and 17 percent of those 12 to 19 are overweight.

Davis of the NCCR also maintained that parents can exert control over their children. "Parents make choices for children on what TV they watch, where they eat and what they eat," she said. "Ultimately, this should come down to the choices that parents make."