Media influence on children

Issue
Believing that children are exposed to too much media, some have called for increased scrutiny of the types and amounts of media children see, including films, television, games and advertisements, as well as the impact of media on childhood development.

IAA Position
The IAA supports research on child health but believes there has already been considerable scrutiny in this area. The Institute of Medicine, the World Heath Organization, Ofcom in the UK and others have released comprehensive studies. Additionally, several governments, including the FTC in the United States are working on reports studying the magnitude of media and advertising for food products directed to children. Many private and nonprofit groups have conducted surveys and other research over the past 30 years.

Critics point to increased rates of childhood obesity as a key reason to investigate media, even as countless other studies find no casual link between media exposure and obesity. Any new study needs to have a balanced approach

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, IAA Vice President - Government relations & self-regulation.