Just five minutes of junk food advertising can cause children to consume 130 more calories in a day, according to new UK-based research that could reshape how we think about food marketing’s impact on kids.
The study, involving 240 children aged 7–15 in Merseyside, found that watching ads—whether for specific foods or just brand logos—increased snack and lunch intake. After exposure to junk food ads, children:
- Ate 58 more calories during snacks (e.g., chocolate buttons vs grapes)
- Consumed 73 extra calories at lunch, despite no food branding on offer
These “brand-only” ads, including posters, billboards, social media posts, and podcasts, had the same effect as product-specific promotions. “This shows kids aren’t just buying what they see advertised—they’re simply prompted to eat more,” said Professor Emma Boyland, lead author from the University of Liverpool.
The findings come as the UK readies a 9pm TV watershed ban on junk food ads, due in October. But experts warn the policy fails to tackle indirect branding.
Katharine Jenner, of the Obesity Health Alliance, urged lawmakers to “close the loopholes”: “These ads are still reaching kids through outdoor media, and those living with obesity are most at risk.”
Health advocates, including the Royal College of Paediatrics, emphasize that without tighter ad controls, efforts to reduce childhood obesity—especially in poorer areas—may fall short.
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