Is advertising really the cause of childhood obesity?A report recently issued by the House of Commons health committee on Canada’s obesity epidemic found that:

• 26% of Canadians aged 2 – 17 are overweight or obese
• Over 50% of children living on native reserves are overweight or obese
• Obese children face an elevated risk of developing Type 2 diabetes, joint problems, and mental health issues
• Obese children are at risk for heart attack and stroke
• Children are eating food in portions that are too large
• Children are consuming too many fatty foods and sugary drinks
• Research shows a link between childhood obesity and the advertising of high calorie, low nutrient foods

As a result the Toronto Board of Health is urging federal and provincial governments to impose a ban on food and beverage advertising aimed at children under the age of 13. Quebec, Sweden, and Norway all ban direct television advertising to children. Two years ago, Britain adopted a ban on junk food advertising on television programs geared to children under 16. In response 16 of Canada’s largest candy, fast-food, and soft-drink companies say that they will not advertise directly to children under the age of 12. However, no one has yet done a study to see if these measures are effective.

While I have no argument in principal about ending junk food advertising to children, I do know that advertising is not putting the food in the mouths of the children. Nor are these children doing the grocery shopping or earning money to go out and buy the junk food. So, where is the parent or guardian’s responsibility in all of this? One of the major causes of obesity is eating portions that are too large. Are the advertisers responsible for this? If the children are drinking sugary drinks at home, are the advertisers responsible for this as well? Where is the role of the family when it comes to the health of the children?