Impact of Junk Food Ads on Children’s Caloric Intake

A new study has revealed that kids tend to consume notably more calories after just a brief exposure to junk food advertisements.

Children who were shown ads for foods high in saturated fat, sugar, and salt burned around 130 extra calories, which is roughly equivalent to two slices of bread.

The research involved 240 participants aged 7 to 15 from schools in Merseyside. These kids were presented with five minutes of junk food ads and non-food ads on two separate occasions.

Afterward, they were given snacks, including grapes and chocolate buttons, followed by lunches featuring a mix of sweet and healthy options.

The results indicated that following the ads, the children burned 58 calories from snacks and consumed an additional 73 calories at lunch compared to after viewing non-food advertisements.

This study is set to be presented at the European Congress in Malaga, Spain, raising questions about the influence of specific food ads versus general fast-food promotions on calorie intake.

Interestingly, the type of advertisements—whether videos, social media posts, or posters—did not seem to affect the outcome.

Emma Boyland, the lead researcher from the University of Liverpool, noted, “The kids not only ate more right after the food ads, but they also continued to eat more at lunch a few hours later.”

She added, “The food we provided wasn’t the same as what was shown in the ads, so they weren’t just craving specific items.”

Experts expressed concern that these findings highlight potential issues with the government’s forthcoming ban on junk food ads on television before 9 PM, set to take effect in October.

Katharine Jenner from the Obesity Health Alliance emphasized, “This study should send a strong message to policymakers.” She pointed out that while new restrictions will limit unhealthy food ads, loopholes still exist. Advertisers can target young audiences without showcasing specific products on signs or bus stops, making it particularly challenging for vulnerable children.

“If the government is genuinely committed to reducing junk food ads aimed at kids, they must address these loopholes,” she concluded.

Dr. Helen Stewart, a Health Improvement Officer at the Royal College of Pediatrics and Child Health, remarked on the ongoing challenge of childhood obesity. “We’re making efforts to improve the situation, but rates remain stubbornly high, especially among the most disadvantaged communities.”

A spokesperson from the Ministry of Health’s Social Care stated, “This government is actively working to eliminate junk food ads directed at children on television and online, while also encouraging businesses to promote healthier alternatives in their offerings.”