WASHINGTON -- The American Psychological Association is calling for restrictions on advertising targeting kids, saying the youngsters can't evaluate it properly.

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The group's task force blames advertising for the eating habits that produce youth obesity, saying that kids under age 8 tend to assume commercials are truthful and unbiased.

The organization estimates that advertisers spend more than $12 billon per year on advertising messages aimed at the youth market, and the average child watches more than 40,000 television commercials per year.

According to task force chairman Brian Wilcox, of the University of Nebraska, "the most predominant products marketed to children are sugared cereals, candies, sweets, sodas and snack foods."

Studies reviewed by the task force show the advertising often has its desired effects -- kids request the products from their parents, who are then more willing to buy them.

The APA also voiced concerns about certain commercial campaigns primarily targeting adults that pose risks for child-viewers -- things like beer ads during televised sports events.

The report recommends, among other things, that the government take action to protect young children from it calls "commercial exploitation" through advertising.

The American Advertising Federation said it hasn't seen the report.

Meanwhile, the American Association of Clinical Endocrinologists says 25 percent of all kids are considered overweight, with about 15 percent of those obese.

Dr. Donald Bergman, the association's president, said heavy children tend to become heavy adults -- with all the attending physical problems, including heart disease and type 2 diabetes.

Bergman said this is all preventable, partly through regular exercise and healthy eating.

"As endocrinologists, we are extremely concerned with childhood obesity because we see patients every day who are experiencing the devastating effects of diabetes, high cholesterol and other diseases that deplete their quality of life," Bergman said. "The sooner children develop healthy habits, the more likely they will maintain this lifestyle into adulthood."

The organization announced a new program in which volunteers will go into sixth-grade classrooms and educate children about healthy lifestyle habits.

Additional Resources:

• American Psychological Association report (Adobe Reader required)
• AACE Program: Power Of Prevention