New Delhi– As little as five minutes of exposure to junk food advertising is enough to trigger a significant increase in daily calorie intake among children and adolescents, according to a new study presented at the European Congress on Obesity (ECO) in Malaga, Spain.
The research, conducted by scientists at the University of Liverpool, found that kids aged 7 to 15 consumed an average of 130 extra kilocalories per day after just five minutes of exposure to ads promoting foods high in saturated fat, sugar, and salt (HFSS). That’s roughly equivalent to the calories in two slices of bread.
“Our findings offer crucial new insights into the extent, nature, and impact of unhealthy food marketing across various types of media on young people’s eating behavior,” said lead researcher Professor Emma Boyland.
The study was based on a randomized crossover trial involving 240 children. Researchers compared participants’ food intake following exposure to HFSS food advertisements versus non-food advertisements. The results were striking: children who viewed junk food ads consumed 58.4 more kilocalories in snacks and 72.5 more kilocalories during lunch than their peers who watched non-food ads—leading to an overall increase of about 130.9 kilocalories in total daily consumption.
“Even brief exposure to ads for unhealthy foods can significantly influence caloric intake and potentially lead to weight gain,” Boyland explained. “This effect is particularly concerning for young people, who are more impressionable and whose dietary habits have long-term implications for their health.”
Experts warn that this increase in daily calorie intake, if sustained over time, could contribute to excessive weight gain and heighten the risk of developing serious health conditions such as obesity, type 2 diabetes, hypertension, and even cancer.
The researchers emphasized that the findings should inform urgent public health action. “This evidence supports the need for stricter regulations on food marketing to protect children from persuasive messaging that can compromise their health,” Boyland said.
The study strengthens the call for governments and policy makers to implement comprehensive restrictions on unhealthy food advertising aimed at children across digital, television, and social media platforms. (Source: IANS)
