Anti-obesity campaigners have been handed evidence that singles out advertisers as adding to the appetites of already overweight children.
Researchers at Liverpool University tested 60 children to find all were more likely to eat after watching food adverts than if they had watched toy adverts.
Worryingly for campaigners, obese children increased their intake by 134%, compared with overweight children and normal children who consumed 101% and 84% more respectively.
Larger children were also more likely to pick fatty foods than their more healthy counterparts: in fact, obese under 11-year-olds “consistently” chose chocolate, whereas the overweight group chose jelly sweets.
“Our research confirms food TV advertising has a profound effect on all children’s eating habits – doubling their consumption rate,” said Dr Jason Halford, a director at the University.
“The study was also particularly interesting in suggesting a strong connection between weight and susceptibility to over-eating when exposed to food adverts on television.”
Future research plans to show whether enhanced responsiveness to food adverts or the greater amount of television children watch is a predictor of childhood obesity.
Apr 26, 2007
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