Who’s to blame for childhood obesity?

With the Government set to launch its Change4Life anti-obesity programme this autumn, issues around healthy eating have never been more important on the Government’s agenda.

The food industry, the Advertising Association, advertising agencies and media partners are all set to join forces in a partnership in the fight against obesity.

“Parents feel that they are the factor that has caused the child obesity problem.”

Child obesity is of particular concern. Parents increasingly find themselves blamed but, in equal measure, are used as a sounding board for preventative solutions. The latest research from media agency MPG’s Fabric panel shows that parents accept this responsibility.When asked which group most influences their child’s eating habits, two-thirds of a panel made up of families believe that parents themselves are the most to blame for bad eating habits in children.

A total of 78% of the panel believes that parents can do the most to ensure children eat a healthier diet. This compares to 5% who believe that TV broadcasters can do most by showing positive, healthy food ads. Just 4% believe that the responsibility lies with food manufacturers, which receive a lower share of the blame than the broadcasters that show their advertising.

Indeed, the industries have committed £200m to tackle the problem.

Parents feel that they are the factor that has caused the child obesity problem and the factor that has the most influence to promote change, not food manufacturers, the media, ad industry or even the Government.

As part of the Government’s National Child Measurement Programme, every year children in Reception and Year 6 are weighed and measured to allow analysis of trends in growth patterns and obesity. To get their child’s results, parents must actively “opt in” and request them, but the Government wants to change legislation so that parents have to actively “opt out” if they do not want to receive details of their child’s height and weight.

When asked if the Government should actively tell parents if their child is obese, nine out of ten believe that they should be told, which is in line with present Government intentions. As one respondent puts it: “Ignorance is not always bliss. Perhaps if some parents received an early warning they might be more inclined to do something about it.” Parents who agree with the Government feel strongly that they should be told while they still have time to do something about it.