Researchers at Harvard University recently completed a study in which they measured the relationship between a girl's weight gain and her perception of her popularity. They found a surprising connection.

"...all of the girls had gained weight - no surprise, since they were all growing. But teens who had rated themselves at four or lower had gained more. In fact, girls who thought they were low in the social pecking order were at a 70 percent higher risk of gaining excess weight. The extra weight averaged about 11 pounds, or a two-point increase in BMI scores."

The study appears to indicate that educating young people about healthy living and the dangers of obesity can be undermined by "social variables" at school. They suggested that parents encourage their kids' participation in group activities and development of a healthy social network.

Labels: girls, popularity, social_networks

A new 98-page report is being presented to the Federal Trade Commission this week. In it, several well-known companies are cited as using digital marketing techniques to advertise junk food to children. Many of these techniques, which involve social networking sites, Instant Messaging and text messaging, go undetected by parents.

"'As our research shows, major food and beverage brands are utilizing a variety of new venues - including cell phones, instant messaging, video games, user-generated video and three-dimensional virtual worlds - in their efforts to target children and adolescents and to foster ongoing personal relationships with them, often under the radar of parents...'"

The report calls for the FTC to carefully scrutinize the link between these new marketing methods and childhood obesity. It cites a 23.2% increase in spending on Internet-based advertising in 2006.

Read more online.

Labels: marketing, media influences, social_networks