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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.'
The Sun
12-05-2025
- Health
- The Sun
Fat children will get free numberless scales from NHS so their weight doesn't hurt their feelings
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. 1 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.'
Daily Mirror
12-05-2025
- Health
- Daily Mirror
Worrying study shows weight gain under 30 almost doubles risk of early death
Study presented at the European Congress on Obesity is one of the largest ever looking at the impact of putting on weight and at what stage in our lives Gaining weight before the age of 30 could almost double the risk of early death, landmark research has found. The 23-year study of 620,000 adults found that those who put on pounds in their twenties had far greater higher mortality rates than those who merely succumbed to middle aged spread. Men who became obese before the age of 30 saw their risk of early death rise by 79%, while woman saw an 84% increase, compared with those who did not. Among the under 30s, every pound gained per year increased risk by 24% in men and 22% in women. The study, presented at the European Congress on Obesity, in Malaga, Spain, is one of the largest and most comprehensive looking at the impact of putting on weight and at what stage in our lives. Researcher Prof Tanja Stocks, of the Lund University, Malmö, Sweden, said: "Even modest weight gains in your 20s 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." The proportion of 25-34 year olds classified as obese has more than doubled since 1993. Lead researcher Huyen Le, of Lund University, said weight gain tends to occur in early adulthood, particularly in the early 20s, as people leave home, often becoming more reliant on junk food and convenience foods. She said: 'The key message from this study is clear: avoiding weight gain, especially in your late teens and 20s, 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.' The huge Swedish study of adults aged 17 to 60 found that putting on weight early in adulthood increased the risk of dying from a wide range of diseases including heart disease, several types of cancer, and type 2 diabetes. Participants on average put on around one pound a year but the damage was far greater when weight gains came early. Katharine Jenner, director of the Obesity Health Alliance, said: 'This study is yet another wake-up call. Gaining excess weight early in life doesn't just increase the risk of obesity, 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.' Scientists said the 'cumulative' effect of carrying weight for a long time was what mattered across all risk factors. Heart disease, type two diabetes, liver, kidney and womb cancers were among the conditions with the strongest link between early weight gain and premature death. Those who gained weight later in life also saw an increased risk, but were much less at risk than those who had piled on the pounds in early life. Becoming obese between the age of 45 and 60 increased overall risk by around one quarter but reaching this threshold between the age of 30 and 45 increased the risk by 52%. Prof Stocks called for far more effort to be made to prevent weight gain in young adults, with improved access to healthier foods, and encouragement of exercise. She said: 'Supporting healthy habits during this critical life stage can have lasting benefits.' Latest UK data released last week showed 64.5% of adults were overweight or obese last year - 0.5% up on 2023, and equivalent to around another 220,000 people. The overall total has gradually increased since the 61% in 2015 when data were first collated. The Government's Office for Health Improvement and Disparities announced that last year's rate for men was 69.7%, while for women the figure was 59.2%. Katherin Jenner added: 'Preventing obesity in the first place is essential if the Government is serious about delivering five extra healthy years of life and narrowing the life expectancy gap. That means more than treatment - we need bold action to make healthy food the easy, affordable, and appealing choice."
Yahoo
12-05-2025
- Health
- Yahoo
Campaigners ask government to tackle three biggest killers
A campaign group is calling on the government to tackle preventable illnesses and relieve pressure on the NHS by focusing on alcohol, smoking and obesity. Using a nationally representative survey by Public First for Action and Smoking on Health, the Alcohol Health Alliance, and the Obesity Health Alliance, the organisations found widespread concern about the health impact of these habits in the North West. In Blackburn with Darwen, there were 34 deaths caused by alcohol in 2023, while 30.8 per cent of the population was deemed to be obese. It was also revealed that 19.4 per cent of adults in the borough smoked in 2022. Data produced by the campaigners revealed that 52 per cent put the NHS in their top three most important issues in government. Within this, 88 per cent believe tobacco contributes to pressure on NHS services, and 86 per cent of respondents thought both alcohol and unhealthy food contribute. The survey also said 79 per cent of people agreed with levies on tobacco companies, 72 per cent on unhealthy food companies and 62 per cent on similar levies for alcohol manufactures. Executive at Action on Smoking and Health said: 'People in the North West — like people across the country — have lost trust in industries that profit from harm, and they want to see the government do more to prevent poor health, as they promised to when elected. 'People are clear: when it comes to protecting our health and relieving pressure on the NHS, businesses must be held to account. 'This research shows strong support for bold, evidence-based action to tackle the damage caused by tobacco, alcohol and unhealthy food. Now is the time for a joined-up prevention strategy that puts public health first." READ MORE: Excess belly fat 'impairs learning, memory and emotion control in teenagers' READ MORE: Organisations urge Prime Minister to tackle 'root causes' of poor mental health Across the UK, alcohol, obesity and smoking are responsible for tens of thousands of cancer cases and cut short millions of lives. All three organisations behind the survey are now urging ministers to take stronger preventive action. Katharine Jenner, Director, Obesity Health Alliance, said: 'A healthy population is the foundation of a strong economy, yet we're constantly bombarded with unhealthy food and drink on our screens, our streets, and even outside school gates. 'While some companies are making changes—reformulating products, cutting sugar, and removing junk food from checkouts—there needs to be more urgency. 'If there's a choice between business growth and public health, 79 per cent of people in the North West agree: government should put health first.'
