Brief Exposure to Junk Food Advertising Increases Children's Caloric Intake by 130 Calories, Study Finds

A new randomized crossover study presented at the European Congress on Obesity (ECO) in Malaga, Spain, reveals that just five minutes of exposure to junk food advertisements can lead children and adolescents to consume significantly more calories throughout the day. The research focused on children aged 7 to 15 years and found that watching ads for foods high in saturated fats, sugar, and salt—commonly referred to as HFSS (high in fat, sugar, and salt)—resulted in an average additional intake of 130 calories per day. This amount is roughly equivalent to two slices of bread.

The study highlights that children exposed to HFSS food advertising, regardless of media type—whether television, social media posts, podcasts, or static images—tend to eat more snacks and overall food in immediate subsequent periods. Specifically, participants consumed about 58 calories more from snacks and 72 calories more from lunch, culminating in the total 130-calorie increase.

Lead researcher Professor Emma Boyland from the University of Liverpool explained that even short-term exposure to such advertising can influence eating behaviors and potentially contribute to weight gain over time. She emphasized that young people are particularly susceptible to marketing influences, which can shape their lifelong health outcomes.

Interestingly, the study found that the nature of the advertisement—whether brand-only with logos or direct product-based ads—did not alter the effect, as both types led to increased food consumption. Sociodemographic factors, including socioeconomic status, did not significantly modify the impact of advertisement exposure on intake. However, a higher BMI was associated with even greater caloric consumption following exposure; for each unit increase in BMI z-score, children consumed an additional 17 calories.

This research underscores the urgency for implementing stricter regulations on unhealthy food marketing targeted at children, especially considering the rising rates of childhood obesity worldwide. Protecting young people from persuasive advertising that promotes high-calorie, nutrient-poor foods could be a critical step towards healthier childhoods and long-term public health improvements.

For more information and the full study, visit source.