Easy to make and delicious to eat might be the new food mantra of the present day generation, but are you aware that how junk food advertising targets our children and makes them addicted to this rich in calories but no nutrition food.

A handful of wafers and a can of cola describe the present day children who are  used to eating junk food. A deliberate target of the junk food makers, children, help the industry grow, by being its loyal customers. Free toys, sweetened and artificial flavors, attractive colors are the gimmicks used to target our children by the junk food industry.

Healthy nutrition is must for the children between 3-12 years of age. Nutritious food not only stimulates their physical growth but also helps them grow mentally. The changes in our society and our fast paced lives are however changing our food intake habits also. Acting as opportunists, the junk food advertising is targeting our children in their own ways.

But as a parent it is our duty to prevent our children from eating junk food and to make them understand the hazardous results of eating the junk food.

Sugar-The junk foods are rich in sweeteners and the excess sugar makes the children easily prone to Diabetes. The fast food affects the body in such a way that it fails to produce Insulin and thus hampers effective metabolism and increases the sugar level.

Salt or sodium- Also high in salts, junk food leads to the problem of high blood pressure in the children. Headaches, migraines and sometimes even the heart strokes are caused due to the instability of the blood pressure.

Saturated fats- The fats present in junk food increase the cholesterol level which indirectly augments the risk of major heart diseases in children.

Low in energy - As the junk food is not rich in vitamins and iron, children suffer from anemia due to which they tend to get tired easily. The immunity of junk food eaters also negates and makes them more susceptible to various other diseases.Deficiency of calcium makes teeth and nails brittle.

Colors and preservatives- The preservatives and artificial colors used in this food are carcinogenic.

Obesity- Obesity is yet another concern related to intake of junk food. Fast food such as burgers, fries and cola might appeal to the taste buds but does not satisfy the hunger of children as home cooked food. Thus, the children binge on more fast food, which in turn makes them unhealthy and obese.

Affects personality- Junk food also comes in the way of child’s intellect and personality. Poor nutrition leads to low concentration, decreased stamina making the child lose on his academics and co-curricular activities. This further affects self-esteem and willpower of the children.

 It is difficult to say no to junk food completely, but you can definitely encourage your children to make more healthy choices.

1. Instead of cheese toppings, low fat toppings with fresh veggies can be eaten.
2. Soups can be made at home and fried stuff could be replaced with brown breads, and grilled stuff.
3. Yoghurts and fruit ice are also the good options as desserts.

 A step taken today will definitely make our children have a healthy life tomorrow. So why not say no to junk food.

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