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50% of Parents Worried About Children Being Exposed to Weight Loss Advertisements

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Parents want to do what’s best for their children, but it can always be challenging to get the right diet and exercise

The National Child Measurement Programme (NCMP) measured the height and weight of over one million children in Reception (age 45 years) and year 6 (age 1011 years) each year in primary schools in England. It was set up in response to a rise in overweight children

However, the NCMP has faced backlash, with some parents feeling judged or ashamed after being told their child is overweight.

Chemist4U surveyed 1,000 parents of children aged 17 and under to determine how they felt about the government’s NCMP and whether they felt their children were getting a balanced diet and exercising enough.

Here are the key findings from the survey

  • 81.6% of parents are confident their children are getting enough exercise 
  • Almost 20% of parents feel uncomfortable with the government’s National Child Measurement Programme 
  • 43% of parents find it hard to ensure their children are eating a balanced diet
  • 42.2% of parents are very confident, and 39.4% are somewhat confident, showing that lack of exercise in children is not a concern faced by parents
  • Only 1% of parents said they felt very unconfident with the amount their child exercises
  • 54.2% of respondents reported that their children do around 12 hours worth of exercise each day. This is in line with the NHS physical activity guidelines for children that suggest at least 60 minutes a day
  • The majority of parents, 50.5%, are concerned to some extent about their children being exposed to weight loss advertisements

James O’Loan, pharmacist and CEO at Chemist4U, comments: ‘Weight management is a sensitive topic for everyone, even more so when it comes to children. Parents have a huge responsibility to keep their children safe and healthy, and navigating the world of weight loss can be a challenge.’ 

‘It’s great to see that lots of parents feel confident their children are getting enough exercise, and we hope that in the future, more parents will feel that ensuring their children have a balanced diet becomes easier.’

Weight loss advertising has long been a contentious subject. The overwhelming response from parents stating that they are concerned about this highlights the importance for governments to ensure proper regulation around this subject matter and that brands ensure they adhere to these guidelines.’

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