Most people blame parents not ads for childhood obesity

by Jennifer Whitehead, Brand Republic 20-Jul-06, 09:00

LONDON - Almost three-quarters of people blame parents for the rise in childhood obesity, compared with 13% who feel that advertisers and food manufacturers are responsible for the epidemic, according to a new survey.

The survey was conducted by Lightspeed Research among more than 99,000 people in eight countries across Europe, including the UK.

It found that 71% of respondents felt that parents were to blame for the problem of overweight children. This figure rose to 81% in Sweden and dropped to 57% in Italy, where 24% pointed the finger at advertisers.

Governments, schools and restaurants were felt to be the least to blame, each receiving only 1% of the votes.

Researchers investigating the causes of the rise in obesity have struggled to pinpoint one crucial factor, and instead believe that it is caused by multiple changes in lifestyles.

This has not stopped pressure groups for calling for a blanket ban on junk-food advertising during periods where children watch television.

Food manufacturers and advertisers have hit back, arguing that it would be more effective for the government to fund campaigns encouraging people to pursue an active lifestyle.

David Day, chief executive Europe at Lightspeed, said: "With all the negative publicity and political attempts to legislate advertisers, food manufacturers and schools, it is interesting to learn that the overwhelming global public opinion clearly blames parents for the rise in obesity in children."

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