Researchers from Australia and The Netherlands constructed a mathematical simulation model to estimate the potential effects of reducing the exposure of 6- to 12-year-old US children to TV advertising for food on the prevalence of overweight and obesity. Model input was based on body measurements from NHANES 2003–04, the CDC-2000 cut-offs for weight categories, and literature that relates advertising to consumption levels and consumption to body mass. Based on literature findings, the model predicts that reducing the exposure to zero would decrease the average BMI by 0.38 kg/m2 and lower the prevalence of obesity from 17.8 to 15.2% for boys and from 15.9% to 13.5% for girls. When estimates are based on expert opinion, these values are 11.0%  and 9.9%, respectively.

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