Young people who 'watch more junk food ads' consume 'thousands more calories'
Researchers say young people who remember watching more junk food adverts consumed 18,000 more calories a year on average.
Wednesday 23 May 2018 05:04, UK
Young people who watch an extra junk food advert per week consume an extra 18,000 calories a year, according to a new study.
The research carried out by Cancer Research UK found teenagers recalled seeing an average of six television adverts for foods high in fat, sugar or salt (HFSS) over a seven-day period.
But the study found those who remembered watching seven had more unhealthy diets.
A total of 3,348 people aged between 11 and 19-years-old took part in the survey, which will be presented at the European Congress on Obesity in Vienna.
The research comes amid calls for a clampdown on junk food advertising and an obesity crisis in the UK.
Participants who were obese said they watched one extra junk food advert every week, which researchers said backed up their study.
They said it was "a further indication that broadcast marketing could be nudging young people towards harmful long-term weight increases".
According to the study, the participants said they consumed only 16 portions of fruit or vegetables each week on average, but 30 food items high in fat, sugar or salt.
The researchers estimate this is about 6,300 calories each week, between 30% and 40% of their recommended weekly amount.
Cancer Research UK called for a 9pm watershed on junk food adverts, saying it "would be the most effective mechanism" in prompting a change.
The authors of the study said: "The food industry wouldn't pump hundreds of millions into advertising their products by creating catchy adverts if it didn't get people to eat more.
"Broadcast regulations in the UK haven't been updated since 2008, and our research shows that the current restrictions clearly aren't working.
"With today's teens spending more time in front of screens than any other activity apart from sleeping, curbing exposure to junk food ads on streaming platforms as well as TV will be key to helping teens make healthy diet choices and reducing obesity rates."
A previous study by Cancer Research UK found that obese youngsters watched on average 26 hours of television a week - compared with young people of a healthy weight, who watch about 20 hours per week. It meant obese participants were more likely to see adverts for unhealthy foods.
Chief executive of the Advertising Association Stephen Woodfood said: "Although we have amongst the strictest rules in the world on HFSS advertising to under 16s, it is important to note that we are not complacent to the public health problem or the role advertising can play in helping tackle it...
"We continue to believe that all action will be most effective when it is proportionate, evidence-based and effectively targeted where the problem of childhood obesity is most prevalent."