Advertising boosts caloric intake in children

Study

BERLIN. A study in Australia found that children consume significantly more calories per day through a short advertising campaign (Int J Behav Nutr Phys Act 2018, 15:37). This is reported by the German Alliance of Noncommunicable Diseases (DANK). "Politics must finally protect children from this harmful influence," says Barbara Bitzer, DANK spokeswoman, in the message.

The experiment involved 160 children from a summer camp. They were randomly divided into four groups. Group 1 watched a 10-minute daily commercial break for unhealthy products such as breakfast cereals, a hamburger menu, or a chocolate cream. Group 2 also played a computer game with similar advertising. Groups 3 and 4 received the same intervention, but saw advertising for other (non-food) products. It was then measured how much children eat at breakfast and lunch as well as in a snack break right after the movie / play.

Result: Children who sell unhealthy products in games and computer games eat on average 46 kcal per day children from both control groups. The effect was particularly pronounced in already overweight children – they ate 95 kcal more. Even advertised products were not offered: advertising seems to generally mislead children by eating more, the statement said.

If you are offering children exactly the advertised snack, the effect will be even more dramatic – this shows a study of the United States with 60 preschool children (Pediatrics 2016 Dec; 138: e20162361). They consumed 30 percent more calories with snack advertising than without.

Studies confirm the results of many other studies with children who also report an increase in food consumption after advertising. "Scientifically, it has been proven to how dangerous the advertising of snacks is for children," says Professor Hans Hauner, Chairman of the Board of Directors of the German Diabetes Foundation, "so do not explain that. "

asks the federal government to ban advertising for unhealthy products intended for children in general. (eb)

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