Children and TV Commercials should be so closely linked. Are your children becoming the targets of today's "BIG BUSINESS"? This doesn't seem to be a good time to watch television with your children. Whether it's Saturday morning cartoons or Sunday night football games, the constant bombardment of controversial TV commercials is all around us. As the father of two young children, ages three and five, I have noticed that today's big companies have targeted my children as consumers. It's hard to miss the constant stream of commercials aimed directly at children. These commercials encourage today's children to buy all kinds of unhealthy food products, as well as toys and clothes. Not only are these food products full of fat and sugar, but I can't go to a toy or clothing store without my children specifically asking for items promoted through television commercials. My kids have even had some fast food places get their desired happy hour toy. Food products are the most commonly advertised item during peak TV viewing hours for children. A study of broadcasts during peak hours of children's television consumption found that 16% of the time was spent on advertising. Almost half of the ads were for food (food, restaurants and drinks). The nutritional content of the advertised foods was not good. Nearly 70% of the foods advertised were high in sugar, 40% high in fat and 20% high in salt. About 9% of the foods advertised were classified as healthy (low in sugar, fat and salt). (Pediatrics for Parents 1997) Children and TV Commercials 3 It is no coincidence that childhood diabetes is on the rise. Dr. Robin S. Goland, co-director of the Naomi Berrie Diabetes Center, told the New York Times that "With the numbers we are starting to see, this could be the beginning of an epidemic" (Thompson 1998). where children are becoming increasingly obese, inactive and often unable to concentrate due to attention deficit disorders, it is clear that big companies only care about their own wallets. Their primary goal is certainly not the health and well-being of my children or the rest of the nation's children. Advertisers in the United States have also begun to realize the potential of the international children's market.