Study reveals that exposure to only five minutes of junk food advertising leads to increased consumption in children | Children’s well-being

Children’s calorie intake increases significantly after watching just five minutes of junk food advertising, a study has revealed. Young people who viewed or heard ads for high-fat, high-sugar, and high-salt products consumed an average of 130 extra calories, equivalent to two slices of bread. The study involved 240 children aged 7 to 15 from Merseyside schools and found that the children consumed more calories not only immediately after the ads but also during lunch. The impact on calorie intake was the same whether the adverts were for specific foods or generic fast food brands and was unaffected by the type of ad format. The findings highlight a loophole in the government’s proposed ban on junk food TV ads before 9pm, as brands will still be able to advertise to young people without showing specific products. Experts warn that the vulnerable group of children living with obesity will continue to be targeted by such adverts.

Source: https://www.theguardian.com/society/2025/may/11/children-eat-more-after-seeing-just-five-minutes-of-junk-food-ads-study-finds