Just 5 min exposure to junk food ads can coax kids to consume more calories daily

IANS May 12, 2025 343 views

A groundbreaking University of Liverpool study reveals the dangerous influence of junk food advertisements on children's eating habits. Researchers discovered that just five minutes of exposure to unhealthy food ads can prompt children to consume an extra 130 calories daily. The study, involving 240 children aged 7-15, highlights the critical need for stricter food marketing regulations to protect young people's health. These findings underscore the potential long-term risks of childhood nutritional habits, including obesity, diabetes, and other health complications.

"Even short exposure to marketing of foods high in fat, salt, and sugar can drive excess calorie consumption" - Prof. Emma Boyland
Just 5 min exposure to junk food ads can coax kids to consume more calories daily
New Delhi, May 12: 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.

Key Points

1

Study tracks 240 children aged 7-15 for junk food ad impacts

2

Five-minute ad exposure increases daily calorie intake by 130 kcals

3

Marketing significantly influences children's eating behaviors

4

Potential long-term health risks from sustained extra calorie consumption

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.

Reader Comments

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Priya K.
This is so alarming! As a mother, I see how my kids get influenced by these colorful ads during cartoon breaks. Government should ban junk food ads during children's TV hours like they did for tobacco. Our future generation's health is at stake!
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Rahul S.
While the study makes valid points, we can't just blame ads. Indian parents need to take responsibility too - pack healthy tiffins instead of giving money for canteen food. Our traditional snacks like makhana, poha are much better than burgers!
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Ananya M.
The study is eye-opening! 😮 In India, we have double trouble - western junk food ads plus our own unhealthy street food culture. Schools should conduct nutrition workshops and promote indigenous superfoods like ragi and jaggery.
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Vikram J.
Interesting research but implementation is tough. These MNCs have deep pockets and lobby hard. Maybe FSSAI can make it mandatory to show health warnings like "Eat occasionally" on all junk food ads, similar to cigarette packets?
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Sneha P.
As a teacher, I see obese kids struggling in PE class daily. Parents, please note - those "happy meals" aren't making anyone happy in the long run! 🏃‍♂️ Let's go back to basics - home-cooked dal-chawal-sabzi is the real "happy meal".
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Karan D.
The study misses one point - digital ads are the real danger now! Kids spend hours on YouTube where junk food promotions are unregulated. Time for our IT ministry to step in before we have a full-blown health crisis.

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Tags:
Junk Food Childhood Obesity Food Marketing Nutrition Professor Emma Boyland Advertising Impact
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