Helping Children Make Healthy Diet Choices

Is It Ethical to Broadcast Advertising Intended for Children?
Description of the ethical dilemma
During an era when childhood obesity has reached epidemic levels in many countries (Childhood obesity: A plan for action, 2017), there is an ethical dilemma with respect to advertisements intended for children that encourage unhealthy diet choices. For example, a study by Boyland, Harrold, Kirkham and Halford (2011) concerning the extent of food advertisements on television intended for children in the United Kingdom found that fully one-third of these advertisements were for food and drink products, especially during peak viewing hours. Moreover, Boyland et al. (2011) emphasize that, “Despite regulation, children in the UK are exposed to more TV advertising for unhealthy than healthy food items, even at peak children’s viewing times” (p. 455). These findings suggest that the arguments against such practices should clearly outweigh those in support, but it is important to examine both sides of this issue as discussed further below.
Arguments for and against advertising intended for children
Although it is unlikely that anyone would argue in favor of unethical advertising practices in general and for those intended for children in particular, it is less apparent whether these targeted messages are unethical on their face by virtue of the vulnerability of this population. Certainly, marketers have a fundamental right to advertise their products and services, but they also have a responsibility to ensure that the messages they communicate in general and those that are intended for children in particular are factual and appropriate for their audiences as discussed further below.
The role of government, parents, consumers, and companies
National governments play an important role in promoting ethical advertising intended for children. For example, the UK Department of Health (2017) implemented a soft drinks industry levy nationwide and is applying these revenues to educational initiatives designed to raise awareness of the importance of healthy diet choices among young people in the UK. These efforts are clearly needed because, “Today nearly a third of children aged 2 to 15 are overweight or obese and younger generations are becoming obese at earlier ages and staying obese for longer” (Childhood obesity, para. 2). In addition, Public Health England is implementing a program whereby the amount of sugar in soft drinks and food products favored by children will be gradually reduced by 20% by 2020 (Childhood obesity, 2017).
Obviously, companies that advertise their food and drink products to children also have a central role in ensuring that young people are presented with the facts about making healthy diet choices just as tobacco manufacturers warn consumers that their products will kill them. Likewise, children themselves also have a basic responsibility to make informed decisions concerning advertising content to the best of their ability. Taken together, national governments, companies and consumers play a vital role in helping young people make healthy diet choices, but all of their efforts are outweighed by far by the importance of the role played by parents.
Not only are parents responsible for what their children watch on television and for how long and how frequently, they are also responsible for ensuring that their children understand the importance of a healthy diet in their physical and emotional development. Furthermore, parents are responsible for what their children actually eat and drink (even at school) as well as providing their children with the critical thinking skills they need to distinguish between mere puffery and outright unethical advertising.

References
Boyland, E. J., Harrold, J. A., Kirkham, T. C. & Halford, J. C. (2011). International Journal of Pediatric Obesity, 6, 455-461.
Childhood obesity: A plan for action. (2017). UK Department of Health. Retrieved from https://www.gov.uk/government/publications/childhood-obesity-a-plan-for-action/childhood-obesity-a-plan-for-action.