Share

TV ads make kids crave bad foods

Researchers at the University of Liverpool have found that children who watch adverts for unhealthy food on television are more likely to want to eat high-fat and high-sugar foods.

The study by researchers in the Institute of Psychology, Health and Society examined the food preferences of a group of 281 children aged six to 13 years old from the North West of England.

The children were shown an episode of a popular cartoon before being shown it again two weeks later. In each case, the cartoon was preceded by five minutes of commercials – one set showing toy adverts and one showing mainly snacks and fast food. After each showing the children were given lists of various food items, both branded and unbranded, and asked what they would like to eat.

The study found that after viewing the food commercials the children were more likely to pick unhealthy foods. All the children chose more branded and non-branded fat-rich and carbohydrate-rich items from the food preference lists compared with those they chose after viewing the toy adverts.

Why watching TV is making kids fat

The study also found that children who watched television for more than 21 hours a week were more likely to be affected by the food adverts than those children who watched a lesser amount of television. These children also had a significantly greater body mass index than those who were less frequent viewers.

Emma Boyland, from the University's Kissileff Laboratory for the Study of Human Ingestive Behaviour, said: "Obesity in young children is now a major health concern around the world. Our studies highlight that there are global connections between advertising, food preferences and consumption. This is a beyond-brand effect, increasing children's selections of all unhealthy foods – not just those shown in adverts.

"This study demonstrates that children are far more likely to eat unhealthy foods if they watch a lot of television. This suggests that it would be beneficial to reduce the amount of television that children watch. These findings also have implications for the regulation of television food advertising to children.

A 9pm watershed should be introduced so that children are not exposed to high fat, high sugar and high salt food advertising during popular family viewing."

The research is published in Pediatrics. - (EurekAlert, July 2011)

Read more:

Ban fast food adverts on TV
Healthy eating tips for children

We live in a world where facts and fiction get blurred
Who we choose to trust can have a profound impact on our lives. Join thousands of devoted South Africans who look to News24 to bring them news they can trust every day. As we celebrate 25 years, become a News24 subscriber as we strive to keep you informed, inspired and empowered.
Join News24 today
heading
description
username
Show Comments ()
Editorial feedback and complaints

Contact the public editor with feedback for our journalists, complaints, queries or suggestions about articles on News24.

LEARN MORE