Children eat more after just five minutes of junk food advertising, study reveals
Children are likely to consume significantly more calories in a single day after viewing only five minutes of junk food advertisements, according to a major new study.
The research showed that youngsters who were exposed to ads for high-fat, high-sugar, and salty products ended up eating an average of 130 additional calories — roughly the same as two slices of bread.
Conducted with 240 children aged between 7 and 15 from schools in Merseyside, the study had participants view or listen to five minutes of junk food commercials on one occasion, and five minutes of non-food ads on another.
After each session, children were offered snacks like grapes and chocolate buttons, followed by a lunch that included a variety of sweet, savory, and healthy options.
Photograph: Michael Motha (Foxton News)
The researchers found that after watching the food ads, children consumed 58 more calories in snacks and 73 extra calories during lunch, compared to when they saw non-food ads. These results will be presented at the European Congress on Obesity in Málaga, Spain.
Interestingly, the increase in calorie intake was similar whether the ads featured specific food items or were more general promotions for fast food brands. The format of the advertisement — whether video with sound, social media content, podcast spots, or physical ads like posters and billboards — also made no difference in the outcome.
Lead researcher Professor Emma Boyland, from the University of Liverpool, said: “This is the first study to demonstrate that brand-only advertising can influence children’s eating behavior.”
She added: “We found that children not only consumed more food right after seeing the adverts, but they also ate more at lunch, hours later. What’s important is that the foods they chose weren’t the same as the ones shown in the ads and had no branding. So it wasn’t about craving a specific item — the advertising simply increased their general food intake.”
Experts say these findings highlight a gap in the UK government’s upcoming ban on junk food advertising before 9pm, set to take effect in October.
Katharine Jenner, director of the Obesity Health Alliance, said the findings “send a clear message to policymakers: food advertising is leading to excess calorie intake in children.” While she welcomed the new TV and online restrictions, she warned that loopholes remain — such as billboard advertising and brand-focused promotions without specific food items — which can still target children effectively.
“Kids living with overweight or obesity are especially at risk,” she said. “If the government wants to truly protect children, they need to close these loopholes that allow companies to keep targeting them.”
Dr Helen Stewart of the Royal College of Paediatrics and Child Health echoed those concerns, noting that obesity rates remain particularly high among children in the UK’s most disadvantaged areas. “Pediatricians know that without tough regulation of the food industry, this crisis won’t be solved,” she said.
In response, a Department of Health and Social Care spokesperson stated: “We’ve taken strong steps to end junk food ads aimed at children on TV and online. These measures are expected to reduce childhood obesity by 20,000 cases and bring £2bn in health benefits.”
They added that the government is also encouraging food companies to promote healthier products within approved advertising categories.
