Concerns Grow As Children Remain Glued To The TV

Children aged six and under watch an average of 2.1 hours of television each day, according to new research that could renew concerns over the level of advertising during pre-school programmes.

The study carried out by the Early Learning Centre also shows that nearly 60% of children over the age of six have a television in their room, which has prompted the majority of parents to believe their children spend less time playing outside than they used to.

There are now six dedicated children’s channels available in the UK, compared to just two in 1999 and the research reveals there has been an increase in the number of hours of pre-school programming, child-centric and educational television.

The increasing amount of time children spend in front of the television is the source of rising controversy and leading health experts have warned that childhood obesity is reaching epidemic levels in the UK.

However, plans to bring an end to food and drink advertising during children’s TV programmes suffered a set back earlier this year after the Bill proposing the ban was dropped due to a lack of Parliamentary time (see Set Back For Plans To Ban Food Advertising To Children).

Consumer groups remain intent on curbing the advertising of junk food to children and a recent report from the Food Commission claimed that the £15 billion spent globally on this type of advertising is putting children’s health at risk (see Advertisers Charged With Endangering Children’s Health).

The Food Commission also recently criticised celebrities including David Beckham and Gary Lineker for advertising fast-food, confectionery and soft drinks (see Footballers Criticised For Junk Food Ads).

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