Jüngste US-Studien belegen, dass der Konsum von TV-Werbung Kinder dick macht – unabhängig von Geschlecht und Kulturkreis. Beachtenswert ist, dass die Menge des Werbekonsums nur eine untergeordnete Rolle zu spielen scheint. Sicher fördert stundenlanges Fernsehen nicht die körperliche Fitness und somit den Abbau kindlicher Fettpolster, es kommt jedoch eher darauf an, was genau der Nachwuchs schaut, wenn er vor der Mattscheibe sitzt. So stehe laut den Wissenschaftlern der University of California in Los Angeles (UCLA) die Fernsehwerbung für ungesundes Essen nachweislich im direkten Zusammenhang mit dem Übergewicht von Kindern.
Für die Studie wurden im Jahr 1997 die Fernsehgewohnheiten von 3.563 Kindern bis 12 Jahren von ihren Betreuungspersonen detailliert dokumentiert. Eine weitere Erhebung erfolgte 2002. Fazit: Das Konsumieren von werbeintensiven Programmen hing unmittelbar mit einem höheren Body-Mass-Index (BMI) zusammen – auch, wenn Faktoren wie Geschlecht, Alter, ethnische Herkunft, Ausbildung, BMI der Mutter und Schlafdauer der Kinder in die Berechnungen einbezogen wurden. Das Schauen von werbefreien Fernsehsendern oder von DVDs zeigte keinen erkennbaren Zusammenhang mit dem Übergewicht der Kinder.
Die US-Forscher raten deshalb eindringlich dazu, den Nachwuchs von werbedurchsetztem Privatfernsehen fernzuhalten: “Privatfernsehen bringt Kinder dazu, große Mengen solcher Lebensmittel zu verzehren, die sie am wenigsten konsumieren sollten”, erklärt Frederick Zimmerman, Medizinprofessor an der UCLA.
Mit erreichen des fünften Lebensjahres haben Kinder in den USA bereits mehr als 4.000 Werbespots jährlich für Lebensmittel konsumiert, so die Studie weiter. Schon im Alter von zwei Jahren beginnt das durchschnittliche US-Kind mit dem Fernseh- und somit Werbekonsum. Allein an einem typischen Samstagmorgen sähen die Jüngsten alle fünf Minuten einen Food-Spot. Etwa 95 Prozent dieser Spots werben für Lebensmittel mit geringem Nährwert, so die Forscher.
Die US-Ergebnisse sind jedoch nicht direkt auf Deutschland übertragbar. In Amerika gehören Süßwaren, Lebensmittel und Junk-Food zu den am häufigsten beworbenen Produkten im Kinderfernsehen. In Deutschland ist jedoch die Werbung für Spielwaren im Kinder-TV sehr beliebt.
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