www.chitraltimes.com

junk food in kids

Philomena Hameed

Health is a precious gift from God. If we are born healthy we must always thank God Almighty for his blessings. Sometimes in our busy lives we tend to devastate these blessings by not paying attention to our health by not eating healthy diet but having junk food. There are people who are very particular about the food choices they make and there are also some who never bother to even think about it. School going children are very young and they cannot decide on their own how to make the food choices therefore the elders must be able to guide them. Most of the children when in schools prefer to eat junk foods because it is very convenient rather than bringing Tiffin from home. In this modern era ,our new generation loves to go to all kinds of junk foods having burgers, pizzas, and many other foods along with beverages that give them high cholesterol and a large number of calories which consequently leads to obesity, coronary heart disease, hypertension, diabetes, osteoporosis, and many other diet-related problems later in life. According to Demory-Luce and Motil (2008), “Frequent consumption of fast food has adverse effects on nutrition because of excessive content of energy and fat and low nutritional value. Moreover, consumption of fast food is associated with other poor nutritional habits”. There are several factors that give raise to junk food consumption in school going children which include poor time management of parents, food advertisements and the peer pressure in Pakistani society. The National Restaurant Association estimates that the average Pakistanis eat out an average of four times a week. Thirty to 40 percent of children and adolescents between the ages of 6 and 19 years consume fast food, and intake increases with age.

These days both the parents are working due to which they are unable to manage their time to perform the household chores such as cooking. Most of the time either the food is brought home or the family goes out to eat. If same things keep happening repeatedly the children not only get attracted to the junk food but in fact get used to it. Parents who work for long hours prefer to give pocket money to children to buy lunch from the school canteens which promote junk food consumption. On the contrary while sending children to school working mothers find sandwiches, burgers, chips, chocolates, pizzas, French fries and cold drinks to be the most convenient than the home made food because it saves time but they are high in Sodium, cholesterol, and low in Vitamins and fiber. Demory-Luce and Motil (2008) state that, “As parents experience busier lifestyles, they demand convenience for their family meals. The consumption of fast food is fostered because of the quick service, convenience, good taste, and inexpensive prices relative to more traditional home-style restaurants”.

Furthermore the captivating advertisements from food companies are promoting the junk food consumption in children. The food companies advertise their product in such a manner that the consumption is increasing day by day. The companies use media in which very famous celebrities are hired to make the commercials attractive to the buyers. Television food advertising has potential role in promoting unhealthy dietary practices among children. Fister (2005) state, “that Children's regular TV viewing habits and their food-related attitudes and behaviors has an impact of TV advertisements for unhealthy and healthy foods on children's dietary knowledge, attitudes and intentions” (p.1426).

In schools the stalls are put on a cheaper price along with beverages accompanied by other activities such as face painting and lucky draws which makes things more attractive to the children. Free delivery system makes life easier as the food is just a phone call away. These companies offer many other deals like after midnight the meals will be offered at considerably cheaper price. The coupon system also offers foods at conveniently available prices. These eating places are made comfortable by making it fully air-conditioned and attractive by providing play room for the children; putting full flat screen televisions, music and lots of people roaming around wearing cartoon faces. If you buy family meals you will be given mugs and Tiffin boxes as well.

It is observed that going to the junk food parlors has become a fashion these days as it gives you a standard in the society. If you celebrate your child’s birthday at McDonald or Kentucky Fried Chicken (KFC) or Pizza hut you will be praised all over and you will be considered a modern and a high class family. In fact the parents and the kids both feel proud of celebrating the birthdays, or eating out in one of these places. People feel proud coming to these places because they are quite expensive and everyone cannot afford them. At the same time people take it positively because they think it adds to their social status.

These unhealthy practices result in many health problems such as obesity, high cholesterol that give raise to many heart problems, Diabetes Mellitus and constipation which can further lead to complications. Major changes need to be made in order to bring awareness to young people by making healthy food choices. Media must be encouraged to promote healthy foods in their advertisements rather than the junk foods. According to Fister (2005) “Schools should develop and implement policies that promote healthy diets… in the school environment covering commercial sponsorships”. (p. 1426)

The challenge is to provide enough information to children in order to make wise food choices. Always choose items low in fat high in fiber and vitamins and minerals such as raw and cooked vegetables but without high fat dressings, salads, fresh fruits, whole wheat buns and pizzas with low fat cheese and meat as it contributes to healthy dietary intake. Moreover choose fresh juices, milk and yoghurt drinks without crème instead of soft drinks. Parents can be powerful role models for their children and can teach them how to choose fast foods wisely. Offer fresh fruits, vegetables, crackers, low-fat milk, calcium-fortified juices, and yogurt making healthful food taste and look better and be more convenient as well. Hence, there are many reasons for choosing junk food but first is that the parents have long working hours that is why the can not manage their time, the television commercials are very successful in selling their products, and people are striving hard to achieve a higher status in the society.