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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.
The Independent
13-05-2025
- Health
- The Independent
Obesity before 30 almost doubles risk of dying young
Gaining weight before the age of 30 could almost double your risk of dying young, new research reveals. Scientists found piling on the pounds in your 20s could have greater consequences than later in life, because it can cause 'cumulative damage' to vital organs. The study, presented at the European Congress on Obesity in Malaga, Spain, looked at the death rates among 620,000 adults in Sweden between the ages of 17 and 60 who had their weights monitored throughout their lives. Researchers found men who became obese before the age of 30 saw their risk of an early death rise by 79 per cent, while women saw an increase of 84 per cent, in comparison to those who put weight on later in life. Those who became obese between the age of 30 and 45 increased the risk of early death by 52 per cent, while obesity between the age of 45 and 60 increased overall risk by around 25 per cent. Every pound gained in early adulthood in the 'critical life stage' between 17 and 29, the risk of early death increased by more than 20 per cent, the study revealed. The study found weight gain in your 20s increased the risk of death from a wide range of diseases including heart disease, several types of cancer, and type 2 diabetes. Katharine Jenner, the director of the Obesity Health Alliance, stressed the study is a 'wake-up call'. She added: 'It can shorten lives by driving up rates of type 2 diabetes, heart disease, certain cancers and poor mental health. 'Many young people are on course to reach obesity by 30, driven by a food environment dominated by fast-food deals, oversized portions and highly processed products. This is the consequence of decades of failure by the commercial food system and the lack of action by government to fix it.' Around one in four adults in the UK are obese, according to the NHS. Obesity increases the risk of several types of cancer, type 2 diabetes, heart disease and stroke. Huyen Le, a doctoral student at Lund and the study's lead researcher, said: 'The key message from this study is clear: avoiding weight gain — especially in your late teens and twenties — can have a major impact on your long-term health. 'Gaining weight early in adulthood, or developing obesity at a young age, is linked to a higher risk of dying from many chronic diseases later in life.' Tanja Stocks, associate professor of epidemiology at Lund University in Sweden and the study's lead author, added: 'Even modest weight gains in your twenties can significantly increase the risk of early death if they persist over several years. The earlier people embrace healthy living, the better the chance of a long life.' 'Our study supports the idea that avoiding weight gain during adulthood — particularly in the twenties — is important for long-term health. Therefore, we do believe more efforts are needed to prevent weight gain in young adults. Supporting healthy habits during this critical life stage can have lasting benefits.'
Scottish Sun
12-05-2025
- Health
- Scottish Sun
Fat children will get free numberless scales from NHS so their weight doesn't hurt their feelings
Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) OBESE children will get free scales under a new NHS weight loss bid — but won't be able to see the readings. Hiding the figures aims to spare kid's feelings and stop their parents obsessing over numbers. Sign up for Scottish Sun newsletter Sign up 1 Fat children will get numberless scales for free under a new NHS weight loss bid Credit: Getty Instead the data will be uploaded directly to a clinic. Doctors will view progress graphs on an app and send motivational messages to help kids slim. The Obesity Health Alliance's Katharine Jenner hailed it as a 'compassionate' approach. Prof Simon Kenny, at NHS England, called it game-changing. One in five British children are obese by age 11. Prof Kenny said: 'This helps our specialists keep track of children's weight loss progress without them needing to leave home.' Critics say current NHS checks on kids in reception and again in Year Six can embarrass chubby children. The at-home monitoring of the most obese has been trialled on 350 families in England and will be extended to thousands more. Tam Fry, from the National Obesity Forum, said: 'Some people will think this is nanny state. But people are so confused about weight and BMI in children that this might be a better way to go.' Chris Snowdon, of the Institute for Economic Affairs, said: 'It sounds like a patronising waste of money — sending people banal advice to eat less, as if they don't know that already.' SWEDISH experts found weight-loss jabs added to a programme for chubby kids meant they cut snacking.
Scottish Sun
07-05-2025
- Health
- Scottish Sun
Shocking number of Brit men who are now classed as fat revealed as urgent action on obesity is demanded
Click to share on X/Twitter (Opens in new window) Click to share on Facebook (Opens in new window) SEVEN in ten men are now classed as fat — as the number of overweight people continues to rise. Some 64.5 per cent of English adults were overweight or obese last year, figures state. 3 The obesity rate for men the rate is now 69.7 per cent, compared to 59.2 per cent for women Credit: Getty 3 In better news, the report found the proportion of physically active people is rising Credit: Getty That was a 0.5 per cent increase on 2023 — equivalent to around an extra 220,000 people. The total has gradually crept up since data was first collated in 2015, when it was 61 per cent. For men the rate is now 69.7 per cent, compared to 59.2 per cent for women, the Office for Health Improvement and Disparities said. But it found the proportion of physically active people is rising. Women were less likely to exercise than men, but likelier to get their five daily portions of fruit and veg. Carrying too much flab can lead to type 2 diabetes, heart disease and cancer. A recent study warned an estimated 50million Brits will be fat by 2050 — up from the current 36.8million — costing the NHS £10billion per year. Katharine Jenner of the Obesity Health Alliance said: 'Successive governments have missed countless opportunities to turn the tide and we urge the current one not to make the same mistake.' The Government plans to ban junk food ads on daytime TV and online from October. The Department of Health said: 'We will shift the focus from sickness to prevention, reducing the burden of obesity on public services and the NHS.' 3 Carrying too much flab can lead to type 2 diabetes, heart disease and cancer Credit: Getty - Contributor
The Irish Sun
07-05-2025
- Health
- The Irish Sun
Shocking number of Brit men who are now classed as fat revealed as urgent action on obesity is demanded
SEVEN in ten men are now classed as fat — as the number of overweight people continues to rise. Some 64.5 per cent of English adults were overweight or obese last year, figures state. 3 The obesity rate for men the rate is now 69.7 per cent, compared to 59.2 per cent for women Credit: Getty 3 In better news, the report found the proportion of physically active people is rising Credit: Getty That was a 0.5 per cent increase on 2023 — equivalent to around an extra 220,000 people. The total has gradually crept up since data was first collated in 2015, when it was 61 per cent. For men the rate is now 69.7 per cent, compared to 59.2 per cent for women, the Office for Health Improvement and Disparities said. But it found the proportion of physically active people is rising. Women were less likely to exercise than men, but likelier to get their five daily portions of fruit and veg. Carrying too much flab can lead to type 2 diabetes, heart disease and cancer. A recent study warned an estimated 50million Brits will be fat by 2050 — up from the current 36.8million — costing the NHS £10billion per year. Katharine Jenner of the Obesity Health Alliance said: 'Successive governments have missed countless opportunities to turn the tide and we urge the current one not to make the same mistake.' Most read in Health The Government plans to ban junk food ads on daytime TV and online from October. The Department of Health said: 'We will shift the focus from sickness to prevention, reducing the burden of obesity on public services and the NHS.' 3 Carrying too much flab can lead to type 2 diabetes, heart disease and cancer Credit: Getty - Contributor BMI threshold for obesity should LOWERED to 27 - as experts warn millions at risk of silent killers are 'missed'
