A British study has found that just five minutes of exposure to junk food advertisements can lead children to consume up to 130 additional calories that day. This finding is particularly significant as childhood obesity rates rise. Here’s an analysis.
If you believed that a few advertisements shown during cartoons had no real impact, think again. According to research presented at the European Congress on Obesity in May 2025, just five minutes viewing ads for fatty, sugary, or salty foods can increase children’s daily caloric intake by 130 kcal—equivalent to two slices of bread or a handful of candies.
This number may seem small, but over days, weeks, or months, it significantly contributes to weight gain and obesity in children. It’s important to note that these effects occur simply from exposure, even without access to the advertised products.
Junk Food and Childhood Obesity: A Dangerous Connection
A Rigorously Conducted Study on 240 Children
The study in question was conducted by researchers at the University of Liverpool, focusing on 240 children aged 7 to 15. The participants were exposed to two types of content: advertisements promoting unhealthy foods and neutral ads unrelated to food.
After viewing junk food commercials, the children consumed an average of 58 kcal more at snack time and an additional 72 kcal at lunchtime. This indicates that simply watching these ads can disrupt their sense of fullness and steer them toward calorie-dense foods.
No Medium is Exempt, Even the Most Subtle
What is particularly alarming is that the medium does not matter. Whether the advertisement appears on television, social media, podcasts, or even a simple billboard, the effect remains consistent: an immediate craving to eat.
Even a brand logo alone can influence children, without any actual product being presented. This shows that the impact is both visual and psychological, highlighting the high susceptibility of children to food marketing.
Childhood Obesity: An Escalating Crisis
Childhood Obesity is Increasing in France
In France, the statistics are staggering. According to Public Health France, one in six children is overweight, and one in twenty is classified as obese. These numbers have doubled over the past 40 years, partly due to changes in consumption patterns and increased sedentary lifestyles, as well as the ubiquitous advertising environment faced by the youth.
Obese children are more likely to face diabetes type 2, cardiovascular diseases, early osteoarthritis, and psychological issues such as anxiety and low self-esteem as adults.
A Call for Urgent Regulation of Food Ads
In light of these findings, many are raising their voices. Pediatricians, nutritionists, and consumer associations are advocating for stricter regulation on advertisements targeted at children. Some are campaigning for a total ban on advertising unhealthy food products during children’s programming across all media, including the internet.
However, the government has been hesitant to take action. According to an investigation by Reporterre, attempts at regulation face significant pushback from the powerful food industry, which invests heavily in advertising.
Solutions to Protect Our Children
While waiting for concrete measures, parents play a crucial role.
- Limit screen time, especially during meals.
- Encourage access to advertisement-free content (YouTube Kids, educational platforms).
- Discuss with children what they see on television to foster critical thinking.
- Emphasize a balanced, varied, and enjoyable diet at home to cultivate a taste for healthy eating.
The fight against junk food and childhood obesity requires a collective awareness. It’s not just about demonizing a hamburger or a bag of chips; it’s about questioning the impact of marketing and the ubiquitous presence of screens in our lives.
And maybe, to truly protect our children, the best button to press isn’t the one on the microwave, but that of the remote control.
IMPORTANT FACTS
According to a Public Health France study published in 2020, more than half of the advertisements viewed by children and adolescents feature fatty, salty, or sugary products (FSS). Most of these ads air on television between 7 PM and 10 PM, a time when over 20% of children and adolescents are in front of a screen.
