Just five minutes of junk food ads leads to higher calorie intake in children, study finds

A new study has found that children consume significantly more calories after being exposed to just five minutes of junk food advertising. The research, presented at the European Congress on Obesity in Málaga, Spain, involved 240 children aged 7 to 15 from schools in Merseyside. Participants consumed an average of 130 extra calories—equivalent to two slices of bread—after viewing ads for foods high in fat, sugar, and salt.

The study found increases in both snack and lunch intake after exposure to food ads, regardless of the format—whether video, social media, podcast, or billboard—and whether the ads promoted specific products or brands. Lead researcher Professor Emma Boyland of the University of Liverpool said this is the first evidence that brand-only food advertising can influence children’s overall food consumption.

According to the Guardian, health experts warned that the findings expose weaknesses in the UK government’s upcoming 9pm watershed ban on junk food advertising. Critics argue that loopholes allowing brand-only ads on public spaces remain a risk to child health. The Department of Health and Social Care said the new rules aim to cut childhood obesity and encourage companies to promote healthier products. However, experts call for stricter measures to protect vulnerable children.