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Business Standard
13-05-2025
- Health
- Business Standard
Just 5 minutes of junk food ads can make children eat 130 calories more
Hey parents, here's something you probably suspected—but now science backs it up: kids don't just watch ads, they absorb them. And when those ads are about burgers, chips, or sugary drinks, it can actually make them eat more. A new study titled Effects of Exposure to High Fat, Salt and Sugar (HFSS) Food and Brand Advertisements on Children's Food Intake, led by researchers from the University of Liverpool, found that just five minutes of junk food advertising led children to consume an extra 130 calories that day. That's about the same as two slices of white bread—and it adds up fast. How was the study conducted? Presented at the ongoing European Congress on Obesity in Málaga, Spain, the study involved 240 children aged 7 to 15 from schools in Merseyside, UK. On two occasions, they were shown a five-minute sequence of junk food ads or non-food ads. Afterward, they were offered snacks like grapes or chocolate buttons, followed by a lunch with sweet, savoury, and healthy items. Results showed that compared to when they saw non-food ads, the children ate 58 more calories during snack time and 73 more at lunch. Surprisingly, this happened even when the ads didn't show specific food, but only branding—logos, colours, music, and slogans. How do brand-only food ads affect children? According to a report by The Guardian, Professor Emma Boyland, the study's lead author, said this is the first research to show that brand-only advertising can still increase food intake. These ads tap into emotional responses—think jingles, bright colours, and fun vibes—that influence behaviour on a subconscious level. And because kids are still developing critical thinking skills, they don't fully grasp that ads are crafted to manipulate them. To them, it just feels fun, familiar, and comforting—often triggering a desire to snack, even without hunger. Where are children exposed to junk food ads? Everywhere. This is not just about television commercials anymore. Ads appear across YouTube, social media platforms, gaming apps, and billboards—reaching kids throughout the day, whether they're online or not. Is childhood obesity really a serious health concern? Absolutely. Childhood obesity is no longer dismissed as 'baby fat.' It's a major public health concern linked to: Type 2 diabetes High blood pressure Joint problems Low self-esteem, bullying, and depression According to The Guardian, starting October 2025, the UK plans to ban junk food ads on TV before 9 pm and restrict them online. But loopholes remain. Katharine Jenner, Director of the Obesity Health Alliance, warned that brand-only ads will still be allowed on billboards, in podcasts, and at public transport stops. 'If the government is serious about ending junk food advertising to children,' she said, 'they must close the loopholes.' What can parents and communities do now? While we wait for tighter policies, here are a few steps parents can take: Limit screen time and monitor content Encourage outdoor play and regular exercise Offer balanced, home-cooked meals Teach kids about food and nutrition in engaging, age-appropriate ways Support school and community efforts that promote healthy choices The study underscores a critical point: preventing childhood obesity isn't just about what's on the plate—it's also about what children are exposed to, influenced by, and taught to desire.
Hans India
12-05-2025
- Health
- Hans India
Just 5 min exposure to junk food ads can coax kids to consume more calories daily
Just five minutes of advertising of junk foods -- essentially high in saturated fats, sugar, and/or salt (HFSS) -- is enough to coax children and adolescents to consume significantly more calories during the day, according to a study. The study showed that 7-15-year-olds with just five minutes of ad exposure, regardless of the type of media advertising, can consume on average 130 kcals per day extra, which is equivalent to the calories in two slices of bread. "Our findings offer crucial novel information on the extent, nature, and impact of unhealthy food marketing via different types of media on young people's eating behaviour," said lead author Professor Emma Boyland from the University of Liverpool in the UK. "Even short exposure to the marketing of foods high in fat, salt, and sugar can drive excess calorie consumption and potentially weight gain, particularly in young people who are more susceptible to advertising and whose eating patterns influence their lifelong health," Boyland added. The study, based on a randomised crossover trial of 240 volunteers between the ages of 7 and 15 years, is being presented at the European Congress on Obesity (ECO) in Malaga, Spain. The analysis found that following exposure to HFSS food ads, children consumed more snacks (+58.4 kcals), more lunch (+72.5 kcals), and more food overall (snack and lunch combined (+130.90 kcals) than after exposure to non-food ads. "Our results show that unhealthy food marketing leads to sustained increases in caloric intake in young people at a level sufficient to drive weight gain over time,' Boyland said. Unhealthy weight gain in adolescents may lead to a host of health issues, including obesity, hypertension, diabetes, and cancer. The study will help in the design of urgent restrictive food marketing policies that can protect children's health, said the team.
Time of India
12-05-2025
- Health
- Time of India
Just 5 minutes of junk food ads can drive kids to eat more: Study
Kids are like little sponges—soaking up everything they see, hear, and scroll through. And when it comes to junk food ads ? Oh boy, they absorb that too—and fast. A new study just confirmed what most parents already kind of knew: it takes barely five minutes of junk food advertising to nudge kids into eating more. And here's the kicker—it doesn't even matter if the ad shows actual food. Researchers at the European Congress on Obesity found that even brand-only ads (think logos, jingles, and catchy slogans) can push kids to consume an extra 130 calories a day. That's like an extra chocolate bar, a bag of crisps, or a few cookies—every single day—just from seeing a couple of ads. That might not sound like a huge deal, but those little extras really add up over time. Operation Sindoor 'Our job is to hit target, not to count body bags': Air Marshal Bharti on Op Sindoor Precautionary blackout imposed across parts of Rajasthan, Punjab 'Indian Navy was in position to strike Karachi': Vice Admiral on Operation Sindoor And it doesn't stop at TV. These ads are all over Instagram, YouTube, gaming apps, bus stops—you name it. If it's a screen or a space, odds are it's playing host to some fast food logo or sugary drink promotion. So why are kids so vulnerable to this kind of marketing? Well, kids aged 7 to 15 are still learning how to think critically. They don't totally get that ads are designed to influence them. To them, it's just fun colors, cool music, and maybe their favorite cartoon character dancing around holding a bag of chips. That positive vibe gets stuck in their heads—and next thing you know, they're reaching for a snack, even if they weren't hungry. Professor Emma Boyland, who led the research, explained it well: even a short exposure to ads for high-fat, salty, sugary food can drive kids to eat more. It's not about the time of day or the kind of media—it's about the emotional and psychological hooks that grab kids and steer their behavior, even subconsciously. Childhood obesity Let's zoom out for a second and talk about the bigger issue: childhood obesity. It's not just about looking chubby or having a little baby fat. It's a growing public health crisis. More kids today are putting on excess weight due to a combo of poor eating habits, sitting around too much (hello, screens!), and constant exposure to tempting food messages. And this extra weight brings along some heavy baggage—like high blood pressure, type 2 diabetes, and joint issues. These are problems we used to see mostly in adults, but now they're showing up in elementary school kids. And we can't ignore the emotional side either. Kids struggling with obesity are more likely to deal with low self-esteem, teasing, bullying, and even depression. The worst part? This isn't totally their fault. They're living in a world that's basically built to push junk food—from what's on the menu at school to what they see between YouTube videos. So what can we do about it? For starters, some governments are stepping in. The UK, for example, is working on banning junk food ads before 9 pm. That's a great start. But there's more to be done—by parents, schools, advertisers, and even tech platforms. Here are a few real-world fixes we can work on together: Parents can get more involved in what their kids watch, and try to balance out screen time with outdoor play and home-cooked meals. Schools can offer healthier lunch options and teach kids about nutrition in a way that's fun and easy to understand. Communities can build more parks, support sports clubs, and make being active accessible and exciting. It's not about making kids feel guilty or ashamed. It's about setting them up for a lifetime of health and confidence. That means less soda, more veggies, swapping couch time for bike rides, and maybe—just maybe—less exposure to a world full of flashy snack commercials. Because when it comes down to it, healthy kids mean a healthier future for everyone. And it all starts with what they see, what they eat, and how we, the adults in the room, step up and help. Get the latest lifestyle updates on Times of India, along with Mother's Day wishes , messages , and quotes !
Telegraph
11-05-2025
- Health
- Telegraph
Junk food ads make children eat more
Five minutes of junk food advertising is enough to persuade children to eat an extra 130 calories every day, British research has found. Children and teenagers exposed to the marketing ate far more calories than other children, even if the adverts did not feature food products at all. Those who saw or heard adverts for foods high in saturated fat, sugar and salt typically consumed around 130 more calories – equivalent to two slices of standard white bread. The effect was the same for content featuring specific food products or with only branding, such as logos for companies such as McDonald's, KFC and Burger King. Experts warned that the study exposed a serious loophole in the Government's planned ban on junk food TV adverts before 9pm, which comes into force in October. Emma Boyland, the study leader, who is a professor of food marketing and child health at the University of Liverpool, said: 'This is the first study to show that brand-only food advertising affects what children eat. 'We also showed that children don't just eat more immediately following food advertising – they actually ate more at the lunch meal as well, a couple of hours after they had seen the advertising. 'This led to an overall increased consumption of 130 calories in the day just based on five minutes of advertising exposure, which of course is much less than children would typically be seeing on a normal day. That's a substantial uplift in calorie intake that, if repeated over time, would clearly lead to weight gain in young people.' The research is the first to show that junk food adverts that simply showcase a logo rather than tempting children with images of food or drink were just as effective in persuading children to eat more. Experts said the trend was concerning because there are currently no restrictions on such advertisements. Prof Boyland said: 'Even short exposure to marketing of foods high in fat, salt, and sugar can drive excess calorie consumption and potentially weight gain, particularly in young people who are more susceptible to advertising and whose eating patterns influence their lifelong health.' The findings – from a study involving 240 children aged seven to 15 at schools on Merseyside – will be presented at this year's European Congress on Obesity in Malaga. On two different occasions, the children were shown five minutes of food-related and non-food adverts. After each exposure, they were offered snacks such as grapes or chocolate buttons, and, a while later, trays of lunch food with savoury, sweet and healthy items. Children ate 58 calories more in snacks and 73 calories more at lunchtime after being exposed to junk food adverts. Prof Boyland said: 'The foods that we served them weren't the same foods that were shown in the advertisements and were presented with no branding information. So it wasn't that they were driven to buy the particular food or go and consume fast food, it was just a prompt to consume what was available.' The effect was stronger for children with a higher body mass index (BMI), with participants consuming an additional 17 calories for every unit increase in BMI. It was consistent across four different types of content: video with sound, social media posts, podcast audio-only advertising and street posters or billboards. Prof Boyland added: 'It raises the question: are we doing enough in terms of regulation to restrict advertising in those spaces as well?' Advertising watershed The Government confirmed in December that a 9pm watershed would be introduced for TV adverts featuring junk food products, along with restrictions on paid online adverts. It said the move would prevent thousands of cases of childhood obesity by removing around 7.2 billion calories per year from the diets of UK children. Prof Boyland said brand-only advertising, which seeks to create a positive impression of brands rather than push specific products, was expected to be exempt. She added: 'This research suggests that we need to look at what's happening in the media and advertising trends, and that is certainly towards a greater emphasis on brands and creating positive associations with positive attributes like happiness, positive emotions and so on.' 'It might be that once we get this policy implemented in October, a future iteration of that policy should be considering how to incorporate brand-only advertising.' Katharine Jenner, the director of the Obesity Health Alliance, said the study must send 'a clear message to policymakers: food advertising is driving excess calorie intake in children'. She said: 'From October, new restrictions will limit unhealthy food adverts on TV before 9pm and online at any time – a vital step forward that will protect children from the worst offenders. 'But loopholes remain. Brands will still be able to advertise to young people even without showing specific products, on billboards and at bus stops, and children living with overweight or obesity are especially vulnerable. 'Small reductions in calorie intake can lead to meaningful improvements in children's health. If the Government is serious about ending junk food advertising to children, they must close the loopholes that will allow companies to keep bombarding them.'
The Guardian
11-05-2025
- Health
- The Guardian
Children eat more after seeing just five minutes of junk food ads, study finds
Children will eat significantly more calories in a day after watching just five minutes of junk food advertising, according to a groundbreaking study. Young people who saw or heard adverts for products high in saturated fat, sugar and salt consumed an average of 130 extra calories, equivalent to two slices of bread, the research found. The study involved 240 seven- to 15-year-olds, from schools in Merseyside. On two separate occasions, they were shown or played five minutes of junk food adverts and then non-food adverts. Subsequently, they were offered snacks such as grapes or chocolate buttons, and later, lunch with a range of savoury, sweet and healthy items. The authors calculated that, after the adverts, the children consumed 58 calories more in snacks and ate 73 more calories for lunch than after exposure to non-food ads. The research, to be presented at the European Congress on Obesity in Málaga, Spain, also found that the impact on calorie intake was the same whether the adverts were for specific foods or were generic adverts for fast food brands. And it was unaffected by the type of advert, such as video with sound, social media posts, podcast adverts, and posters or billboards. Emma Boyland, the lead author of the study and professor of food marketing and child health at the University of Liverpool, said: 'This is the first study to show that brand-only food advertising affects what children eat. 'We also showed that children don't just eat more immediately following food advertising, they actually ate more at the lunch meal as well, a couple of hours after they had seen the advertising. 'The foods that we served them weren't the same foods that were shown in the advertisements and were presented with no branding information. So it wasn't that they were driven to buy the particular food or go and consume fast food, it was just a prompt to consume what was available.' Experts warned that the findings revealed a loophole in the government's proposed ban on junk food TV adverts before 9pm, due to come into effect in October. Katharine Jenner, the director of the Obesity Health Alliance, said the study must send 'a clear message to policymakers: food advertising is driving excess calorie intake in children'. She added: 'From October, new restrictions will limit unhealthy food adverts on TV before 9pm and online at any time – a vital step forward that will protect children from the worst offenders. 'But loopholes remain. Brands will still be able to advertise to young people even without showing specific products, on billboards and at bus stops, and children living with overweight or obesity are especially vulnerable. 'If the government is serious about ending junk food advertising to children, they must close the loopholes that will allow companies to keep bombarding them.' Dr Helen Stewart, the officer for health improvement at the Royal College of Paediatrics and Child Health, said: 'Childhood obesity is stubbornly high, with children in the most deprived areas facing rates more than twice as high as their peers. Paediatricians recognise that tackling this crisis is impossible without also introducing necessary measures such as regulations on the food industry.' A Department of Health and Social Care spokesperson said: 'This government has taken bold action to end junk food ads targeted at children on TV and online, which will reduce the number living with obesity by 20,000 and deliver health benefits to the economy worth £2bn. 'We are encouraging the industry to focus on healthier options by allowing companies to advertise healthier alternatives in identified categories.'
