Just five minutes of exposure to junk food advertising can lead children to consume an additional 130 calories daily, equivalent to a small chocolate bar, according to new research. The study, presented at the European Congress on Obesity in Malaga, reveals that advertising across various platforms, including social media, television, and podcasts, all contribute to this increased calorie intake.
Researchers found that children aged seven to 15 exposed to five minutes of advertisements for foods high in saturated fat, sugar, and/or salt (HFSS) consumed an average of 130 extra calories per day.
This concerning finding highlights the pervasive impact of junk food marketing on children’s dietary habits. While the research is yet to be published in a peer-reviewed journal, the preliminary findings underscore the need for stricter regulations on advertising unhealthy foods to young audiences.
Lead author, Professor Emma Boyland from the University of Liverpool, 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 research included 240 children aged seven to 15.
Analysis showed that following exposure to HFSS food ads, children consumed more snacks (an extra 58.4 calories), more lunch (an extra 72.5 calories), and more food overall (snack and lunch combined) than after exposure to non-food advertising.
Those children with a higher body mass index also showed a “greater responsivity” to the food adverts, experts found.
The Government is introducing a ban on the targeting of junk food adverts at children from October this year.
It estimates this will prevent thousands of cases of childhood obesity.
The restrictions affect advertising for less healthy food or drink on television between 5.30am and 9pm, alongside paid-for advertising online at any time.
Other types of advertising, such as billboards and other outdoor advertising, are not be affected by the change.
