Five Minutes of Watching Junk Food Ads Lead Kids to Consume More Calories

Just five minutes of exposure to junk food advertising is enough to increase children's calorie intake, according to a major study. Researchers found that children who watched or listened to high-fat, sugar, and salt (HFSS) food ads consumed an average of 130 more calories that day.

ALSO READ: New Report Predicts that 250 Million Children Around the World Will Be Obese by 2030

Five Minutes of Junk Food Ads Lead Kids to Consume 130 Extra Calories Daily

The UK study, conducted by Professor Emma Boyland at the University of Liverpool, involved 240 kids aged between seven and 15 from schools in Merseyside.

On separate occasions, the children were shown or played five minutes of junk food ads, and later, five minutes of non-food ads. After each session, they were offered snacks such as grapes or chocolate buttons, and then given a lunch featuring a mix of sweet, savory, and healthy foods.

The results were clear. After watching junk food ads, the children consumed an average of 58 extra calories from snacks and 73 more calories at lunch, adding up to a 130-calorie increase.

"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," said Professor Boyland.

Notably, the increase occurred even though the foods offered weren't the same as those in the ads and had no branding. This suggests the adverts sparked a general urge to eat, not just a craving for specific products.

"This is the first study to show that brand-only food advertising affects what children eat," stated the professor. "We also showed that children don't just eat more immediately following food advertising—they actually ate more at the lunch meal as well, a couple of hours after they had seen the advertising."

The format of the ads didn't matter. Whether it was a video with sound, a social media post, a podcast ad, or even a poster or billboard, the effect on how much the children ate was the same. It also didn't matter if the ad featured a specific product or just promoted a fast food brand in general—the impact was still there.

Starting in October, the UK government plans to ban junk food advertising on TV before 9 p.m. and online at any time. But experts say loopholes still exist. Brands will still be able to advertise on outdoor platforms like billboards and run brand-focused campaigns that don't feature specific products.

Filipino Kids Are Also Victims of Unhealthy Food Marketing

UNICEF Philippines revealed in 2022 that aggressive marketing is increasingly targeting Filipino children with unhealthy food products, many of which are high in sugar, salt, and fat. These products are often disguised as fun, family-friendly, or even nutritious, making it difficult for children and their families to recognize the risks.

In a separate 2021 study on digital food marketing in the Philippines, nearly all social media posts from the country's top 20 most popular food and beverage brands were found to be unsuitable for children. Many of these products have high levels of sugar and salt, violating the World Health Organization's nutrient profiling criteria, which restricts advertising of such products to minors.

Unfortunately, children's constant exposure to these ads fuels a growing public health crisis. The 2019 Expanded National Nutrition Survey, conducted by the country's Department of Science and Technology–Food and Nutrition Research Institute (FNRI), revealed that nearly one in 10 Filipino children (aged 5 to 10 and 10 to 19 years old) are considered overweight.

The Role of Parents and Caregivers

Parents and caregivers play a crucial role in protecting children from unhealthy diets. Proper nutrition starts before childbirth, with a mother's diet influencing a baby's preferences and health.

As children grow, parents can continue to promote a healthy lifestyle by:

• Encouraging outdoor activities
• Offering fruits instead of fruit-flavored snacks
• Being more selective about which foods to allow as snacks.

These simple changes can make a big difference in shifting children away from junk food and developing healthier eating habits.

Click here for more tips on getting your child to eat healthier.