It’s probably time to stop the argument, but in my own defence (to Dr Stephen Downes piece in Crikey yesterday), I have never said that any single action will “remedy childhood obesity”. Obesity is a multifactorial problem. Two of the major factors include a decrease in physical activity and an increase in energy consumption. Adults may be eating out more often and taking larger portions of a range of foods and drinks, but there is data showing that the increase in children’s energy intake comes from increased consumption of junk foods and drinks.

As part of the remedy, we need to find ways to decrease the amount of junk food and drinks that children consume. My preference is to use something positive to teach kids about real foods – Stephanie Alexander’s excellent kitchen garden program is a great example – but with schools (at least in NSW) being urged to cut out subjects considered as ”extras” (nutrition gets a specific mention), I don’t hold much hope for that approach in the near future.

Marketing aims to increase consumption. Marketers advise food companies to change their packaging to include current popular cartoon characters because it will increase sales to families with children.

The old argument that marketing only results in a change of brands didn’t hold water for cigarettes, and consumption data shows it is similarly invalid for junk foods and drinks. Overall consumption of junk foods and drinks is up.

Dr Downes quotes the Ofcom UK study that found only a “modest” direct effect of food promotion on children’s food choices. Reversing even a “modest” effect would be welcome. In fact, it’s difficult for anyone to show more than a “modest” effect because there are no control groups of children who have not been exposed to advertising. Even in countries where TV advertising to children is technically banned, programs are beamed in from neighbouring countries – complete with ads – and children can also access the Internet where they are lured into pestering their parents to buy particular foods so they can gain entry to the Internet games affiliated with junk foods and drinks.

Marketers get kids to pester parents. Responsible adults should ask themselves whether children really are fair game?