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2d ago

Study Links Brief Junk Food Ads to Increased Calorie Intake in Children

New research shows five minutes of HFSS advertising leads to 130 extra daily calories in children, raising calls to close regulatory loopholes before UK's October ad ban.

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Overview

  • A randomized trial involving 240 children aged 7–15 found that even five minutes of junk food advertising increased daily calorie intake by 130 calories.
  • Brand-only ads, featuring logos without specific food products, were as effective as product-based ads in driving higher calorie consumption.
  • Children with higher body mass index (BMI) showed greater responsiveness to HFSS advertising, amplifying concerns about its impact on vulnerable groups.
  • The UK government’s upcoming 9pm TV watershed and online HFSS ad restrictions, set for October, are expected to reduce childhood obesity but may exempt brand-only ads.
  • Health experts are urging policymakers to address this regulatory gap, emphasizing that repeated exposure to such ads could lead to significant weight gain over time.