Unhealthy Food, Figures Feature in TV for Blacks - Study

In the United States, unhealthy images relating to food are much more common on prime-time television shows aimed at African Americans than on other such shows. A recent study published in the American Journal of Public Health found that prime-time programmes that feature mostly black characters and are aimed at a black audience (such as "Moesha") include more overweight actors and also feature more commercials for unhealthy foods than shows whose characters are almost exclusively white (such as "Friends"). The black TV shows carry more food commercials - 5 during each half-hour show, compared to 3 for all prime-time shows - and a greater proportion of these commercials sell candy, chocolate, and soda. A recent survey found that 27% of African Americans are obese, compared to a national average of 19%. Each year, obesity causes at least 300,000 excess deaths in the United States, and health care costs of American adults with obesity amount to about US$100 billion, according to the American Obesity Association. Obesity is also the second leading cause of unnecessary deaths, the group says.

The TV commercials are part of a wider strategy on the part of fast food and junk food companies to reach out to African Americans - adults and children alike - with ads on TV, magazines, and billboards. There is a high concentration of fast food chains like Pizza Hut and Burger King in inner city areas, black neighbourhoods, and schools. A study published in July 2003 in the Journal of International Medicine found that only 38% of grocery stores in black neighbourhoods in Los Angeles, California sell skim milk, as compared to 80% of stores in white areas. Taco Bell products are sold in 4,000 USA schools. An estimated 15% of young people 6 to 19 are obese, about double the rate of 20 years ago. A National Health and Nutrition Examination Survey found that 21.5% of African American children and 21.8% of Hispanic children aged 4 to 12 are overweight, compared to 12.3% of white children.

Authors of the TV show study say that they cannot directly link the commercials and overweight actors to the higher rate of obesity among blacks. But many African American health workers think there is a definite connection. In response, one educator from California Black Health Network claims that individuals are in control of their health. "No matter how many McDonald's ads you see, you don't have to eat it."

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