A survey commissioned by the Ministry of Agriculture, Fisheries and Food which proves that TV advertising is not the principal influence on childrens’ eating behaviour has been welcomed by the Advertising Association.
The research, conducted by independent academics, focused on how TV commercials for food products affect the choice of children aged 8 to 12 years. The results come as a blow for anti-food advertising pressure groups.
The factor which is most important in affecting a child’s food requirements are families and only a small minority of dietary, as against brand choices, are affected by advertising. TV advertising was found to be only one of many factors influencing a child’s eating world.
Advertising Association: 0171 828 2771
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