It’s a regular weekday. Your child is waiting for their favorite video to load or listening to a podcast.
A short ad appears – maybe a catchy jingle, a flashy logo, a familiar brand. It only lasts a few seconds. Maybe five minutes in total.
But then, hours later, something shifts. At snack time or lunch, they reach for more.
They eat more – not just what was advertised, but whatever is available. It seems like a small moment, but the impact lingers long after the ad ends.
Just five minutes
At the European Congress on Obesity in Málaga, researchers revealed findings from a study involving 240 children aged 7 to 15.
The children were exposed to either junk food ads or non-food ads.
Children who saw the food ads consumed an average of 130 extra calories later in the day.
That’s the equivalent of two slices of bread. Not immediately, but throughout the day — first with snacks, then at lunch.
What’s striking is that the children weren’t even offered the same foods shown in the ads.
And the effect was the same whether it was a flashy video ad, a static billboard, or even an audio-only podcast ad.
The real danger is still out there
In the UK, new rules coming into effect in October will ban junk food ads before 9pm on TV and restrict them online. But experts say the ban doesn’t go far enough.
Brands will still be allowed to advertise through “brand-only” promotions — no specific products shown, just logos, colors, or jingles.
And these can appear anywhere: at bus stops, on billboards, or in games and social feeds children use daily.
Health experts are urging the government to close these loopholes, warning that vulnerable children – especially those already struggling with weight – remain exposed.
This article is based on information from The Guardian.