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February 2007

How to Curtail the Negative Effects of Advertising on Children

Pediatric physicians and specialists are dedicated to the health, safety and well being of infants, children, adolescents and young adults. As a provider are you doing everything possible to assess, evaluate and educate your patients and their families to promote health, safety and well being? How do you address the issue of TV, radio, magazines, video games, Internet and other media outlets with your patients and families?

The American Academy of Pediatrics (AAP) has estimated young people view about 40,000 ads a year with exposure that may contribute to poor nutrition, obesity, sexual activity, drug, cigarette and alcohol use. The statement released by the AAP stated that advertisers are seeking to find new and creative ways of targeting young consumers via Internet, in schools and even in bathroom stalls. Advertisers have slowly but steadily infiltrated school systems around the country  The “3Rs” (reading, writing and arithmetic) have now become the “4Rs”, with the fourth R being Retail.

As a provider one of the best ways to help curtail the negative effects of advertising on children is to properly assess, evaluate and, most importantly, educate your patients and their family or caretaker. By asking age appropriate questions and documenting your advice and education given, you will not only protect your patients but will also help protect your practice.

When a nine-year-old patient comes to you for a well-child check up, are you asking the appropriate questions? For example, be proactive and ask about the use of alcohol, drugs and tobacco. Do you discuss nutrition and the importance of a healthy breakfast, nutritional snacks and regular exercise to help in the prevention of obesity? Do you assess, evaluate and educate your patients on the use of the TV, computer, video games and other media outlets, including alerting them to deceptive ads? Are you discussing sex education while offering an explanation of puberty? Better yet, are you documenting your guidance given in a clear and easy-to-use format?

The Briggs Well-Child Record System addresses these and other related issues: TV, Internet, computer/video monitoring, deceptive advertising, sex education, nutritional needs, exercise and other areas of risk besides just the physical examination. The convenient check-off format on each Well-Child Record simplifies and facilitates documentation of information, and is endorsed by the Society of Teachers and Family Medicine. Click here to download a free sample of the easy-to-use Well-Child Record Form (PDF 449K). For a complete list of forms, click here.

Phyllis Bouley L.P.N. A.S. Clinical Project Consultant

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