In the BMJ this week is a case control study on Mobile phone base stations and early childhood cancers. A case control study is an epidemiological study design in which persons with and without a disease, in this case cancer, are studied to identify factors (mobile phone masts) associated with the disease. The gold standard would be a prospective study (not a trial as this would be unethical); however, when the disease is rare it is too difficult, costly and would involve following millions of children to detect the cases.

Concerns has been raised due to there being a few clusters of cancers in people living nearby to mobile masts. Participants in a survey were concerned about or attributed adverse health effects to mobile phone base stations and those living within 500 m reported slightly more health complaints than others.

In the present study for two years (1999 to 2001) researchers obtained data on all registered cases of cancer in children aged 0 to 4 in Great Britain. From 1,926 cases, 1,397 (73%) were included. Four controls per case were obtained and matched by sex and date of birth.
Further to this mobile phone operators provided data on antennas to an accuracy of about 10m and the researchers estimated exposure in relation to the distance and the total power output across base stations within 700 m (the typical peak is not nearest the mast, but normally is 200 to 500 m from the base station). They also and used a model to compute power density (dBm) which was validated with data from two further surveys.

The results of the study showed the mean age at diagnosis of cancer was two years and the mean distance at birth from a base station was not different between the cases, 1107 m and the controls, 1073 m (P=0.31). Also there was no difference in terms of the mean total power output of base stations within 700 m (P=0.54) for both groups; and no difference in the mean modelled power density (P=0.41).

The evidence presented in this paper for lack of effect is backed up by the dramatic increase in the use of mobile telephones not giving rise to a subsequent increase in the incidence of brain tumours. The one major limitation of this study is that they were unable to account for movement of the mother during pregnancy, which could have reduced the ability of the study to detect any true excess in risk.

Overall this is a well done study and allows us to feel more certain about the evidence base that there is no association between risk of cancer in young children and exposure to mobile phone base stations. It seems we can all relax a little more about mobile phone masts, the radiofrequency exposures are extremely low and backs up the World Health Organization, view that cancer is unlikely to be caused by cellular phones or their base stations.

If you want ot know a bit more then follow the excellent story tracker.

If you’re reading this you’re probably thinking what has cross promotional marketing to do with children. Personally when I first heard the term I was thinking what exactly is it?

Simply, cross-promotional marketing is the act of strategically aligning businesses that target the same market but do not directly compete with each other. Whenever two organizations join forces to attract their mutual customers they can more than double the number of prospects they each reach.

For example, in 1996 MacDonalds and Disney signed a ten year deal to cross-promote. Get it? Same market, but not in direct competition and double the reach. A subsequent survey by Eric Schlosser of US schoolchildren found that the only fictional character with greater recognitions than Ronald MacDonald – who had 96% recognition – was Santa Claus. Oh, by the way, MacDonalds operates more playgrounds – designed to attract children and their parents to its restaurants – than any other private entity in the US;

This sort of promotion is also seen with film tie-ins such as Burger King and Toy Story.

Sorry to be a spoilt sport, but given the obesity epidemic - currently 10% of children worldwide are either overweight or obese - it’s time to rethink cross-promotion.

Beware; next time you are out and about, particularly if you have children, you will start to see cross-promotion all around you.

The 1968 version of Oliver Twist in my mind is a classic. Anyone who has seen the film will remember that classic seen where Oliver asks for more:

The evening arrived; the boys took their places. The master, in his cook's uniform, stationed himself at the copper; his pauper assistants ranged themselves behind him; the gruel was served out; and a long grace was said over the short commons. The gruel disappeared; the boys whispered each other, and winked at Oliver; while his next neighbours nudged him. Child as he was, he was desperate with hunger, and reckless with misery. He rose from the table; and advancing to the master, basin and spoon in hand, said: somewhat alarmed at his own temerity:

'Please, sir, I want some more.'

The master was a fat, healthy man; but he turned very pale. He gazed in stupified astonishment on the small rebel for some seconds, and then clung for support to the copper. The assistants were paralysed with wonder; the boys with fear.

'What!' said the master at length, in a faint voice.

'Please, sir,' replied Oliver, 'I want some more.'

The master aimed a blow at Oliver's head with the ladle; pinioned him in his arm; and shrieked aloud for the beadle.

Condensed from Oliver Twist chapter 2

So, upon reading Susi Kriemler, trial in the BMJ on the Effect of school based physical activity programme (KISS) on fitness and adiposity in primary schoolchildren all I could think of was surely we need more of this type of research in our preventive strategies and less of the poly-pill mentality.

In the study children received a programme that included adding two additional physical activity lessons a week, daily short activity breaks, and physical activity homework. Overall, physical activity and fitness improved and led to reduced adiposity in children.

'Mr. Limbkins, I beg your pardon, sir! Oliver Twist has asked for more!

There was a general start. Horror was depicted on every countenance.

'For MORE!' said Mr. Limbkins. 'Compose yourself, Bumble, and answer me distinctly. Do I understand that he asked for more, after he had eaten the supper allotted by the dietary?'

'He did, sir,' replied Bumble.

'That boy will be hung,' said the gentleman in the white waistcoat. 'I know that boy will be hung.'

Condensed from Oliver Twist chapter 2

What do you think will happen if we ask: physical activity research, please sir can we have some more?