Fast food advertising to children in Lebanon and its potential effects on eating habits and obesity

Abstract

In recent years, the food and beverage industry in Lebanon has viewed children and adolescents as a major market force. As a result, children and adolescents are now the target of intense and specialized food marketing and advertising efforts, especially fast food companies. The Lebanese society has witnessed an increase in overweight children and diabetic ones. This increase is due to several factors related to the types of food marketed to this category of people: - Food captures 12.5% of Lebanese consumer spending and so there is vigorous competition within this industry - Food is a repeat-purchase item and consumers' views can change quickly - Food has the most highly branded items, which lends itself to major advertising of various brands and food products - Most famous fast food restaurants such as Mc Donald's, Burger King, and KFC are spending more on their advertising campaigns to reach a larger audience. Fast food marketers are interested in children as consumers because of their spending power, their purchasing influence, and as future adult consumers. This study is done to show the potential effects of the advertise food products that are displayed on TV, internet and billboards on children in Lebanon aged between 6 and 12 years old on potential disorders in their eating habits and obesity. The results of the survey and interviews show that: - Media are the great influencers on children's demands and habits - Fast food advertising leads to many negative health-related consequences such as obesity - 90% of parents think that fast food is a major type of food that interests their children - 90% of parents admitted that their children will desire or demand the product advertised after they see it on TV, Internet, or billboard - Psychologists believe that parents should not use the gratification technique which reinforces the children's demand for fast food - Nutritionists trust that fast food should be consumed in moderation.