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November 19, 2008Researchers: Ban on fast food TV advertising would reverse childhood obesity trends |
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From EurekAlert! - Breaking News: The study also reports that eliminating the tax deductibility associated with television advertising would result in a reduction of childhood obesity, though in smaller numbers. The authors found that a ban on fast food television advertisements during children's programming would reduce the number of overweight children ages 3-11 by 18 percent, while also lowering the number of overweight adolescents ages 12-18 by 14 percent. "Hopefully, this line of research can lead to a serious discussion about the type of policies that can curb America's obesity epidemic." The study also found that the elimination of tax deductibility tied to advertising would similarly produce declines in childhood obesity, albeit at a smaller rate of 5-7 percent. Advertising is considered a business expense and, as such, it can be used to reduce a company's taxable income. The authors deduce that, since the corporate income tax rate is 35 percent, the elimination of the tax deductibility of food advertising costs would be equivalent to increasing the price of advertising by 54 percent. The study---the largest of its kind to directly tie childhood obesity to fast food advertising on American television---is based on the viewing habits of nearly 13,000 children using data from the 1979 Child-Young Adult National Longitudinal Survey of Youth and the 1997 National Longitudinal Survey of Youth, both issued by the U.S. Department of Labor. A 2006 report issued by the Institute of Medicine indicated there is compelling evidence linking food advertising on television and increased childhood obesity. "Some members of the committee that wrote the report recommended congressional regulation of television food advertisements aimed at children, but the report also said that the final link that would definitively prove that children had become fatter by watching food commercials aimed at them cannot be made," says Grossman.
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