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Fast-Food Restaurant Advertising on Television and Its Influence on Youth Body Composition

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Author Info

  • Grossman, Michael

    ()
    (CUNY Graduate Center)

  • Tekin, Erdal

    ()
    (Georgia State University)

  • Wada, Roy

    ()
    (University of Illinois at Chicago)

Abstract

We examine the effects of fast-food restaurant advertising on television on the body composition of adolescents as measured by percentage body fat (PBF) and to assess the sensitivity of these effects to using conventional measures of youth obesity based on body-mass index (BMI). We merge measures of body composition from bioelectrical-impedance analysis (BIA) and dual-energy x-ray absorptiometry (DXA) from the National Health and Nutrition Examination Survey with individual level data from the National Longitudinal Survey of Youth 1997 and data on local fast-food restaurant advertising on television from Competitive Media Reporting. Exposure to fast-food restaurant advertising on television causes statistically significant increases in PBF in adolescents. These results are consistent with those obtained by using BMI-based measures of obesity. The responsiveness to fast-food advertising is greater for PBF than for BMI. Males are more responsive to advertising than females regardless of the measure. A complete advertising ban on fast-food restaurants on television would reduce BMI by 2 percent and PBF by 3 percent. The elimination of the tax deductibility of food advertising costs would still leave a considerable number of youth exposed to fast-food advertising on television but would still result in non-trivial reductions in obesity.

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Bibliographic Info

Paper provided by Institute for the Study of Labor (IZA) in its series IZA Discussion Papers with number 7099.

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Length: 24 pages
Date of creation: Dec 2012
Date of revision:
Handle: RePEc:iza:izadps:dp7099

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Related research

Keywords: body composition; BMI; fast-food; obesity; television; advertising;

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References

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  1. Shin-Yi Chou & Michael Grossman & Henry Saffer, 2002. "An Economic Analysis of Adult Obesity: Results from the Behavioral Risk Factor Surveillance System," NBER Working Papers 9247, National Bureau of Economic Research, Inc.
  2. Shin-Yi Chou & Inas Rashad & Michael Grossman, 2005. "Fast-Food Restaurant Advertising on Television and Its Influence on Childhood Obesity," NBER Working Papers 11879, National Bureau of Economic Research, Inc.
  3. Andreyeva, Tatiana & Kelly, Inas Rashad & Harris, Jennifer L., 2011. "Exposure to food advertising on television: Associations with children's fast food and soft drink consumption and obesity," Economics & Human Biology, Elsevier, vol. 9(3), pages 221-233, July.
  4. Burkhauser, Richard V. & Cawley, John, 2008. "Beyond BMI: The value of more accurate measures of fatness and obesity in social science research," Journal of Health Economics, Elsevier, vol. 27(2), pages 519-529, March.
  5. Roy Wada & Erdal Tekin, 2007. "Body Composition and Wages," NBER Working Papers 13595, National Bureau of Economic Research, Inc.
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Cited by:
  1. Grossman, Michael & Tekin, Erdal & Wada, Roy, 2013. "Food Prices and Body Fatness among Youths," IZA Discussion Papers 7465, Institute for the Study of Labor (IZA).

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