In today’s world, it’s tough for kids to escape the lure of junk food. A recent study from the University of Liverpool, presented at the European Congress on Obesity (ECO) in Malaga, Spain, shines a light on just how vulnerable children aged 7 to 15 are to food marketing—and how this subtle influence shapes their eating habits without them even noticing.
The Lasting Impact of Childhood Habits
Breaking bad habits is never easy, especially when they’re formed early in life. Whether it’s hygiene, behavior, or diet, patterns set during childhood tend to stick well into adulthood. This rings especially true for eating habits. The more a child grows accustomed to consuming junk food—loaded with saturated fats, sugar, and salt—the harder it becomes to transition to healthier choices later on.
Food companies and their savvy marketing teams have long recognized this, capitalizing on the malleable tastes and preferences of young audiences to build brand loyalty that can last a lifetime.
The Power of Just Five Minutes
The Liverpool study reveals a startling fact: just five minutes of daily exposure to advertisements promoting unhealthy foods is enough to push kids to consume an extra 130 calories every day. Over weeks and months, these seemingly small increases add up and contribute significantly to childhood obesity.
What’s particularly alarming is that this effect doesn’t depend on where the ads appear. Whether on TV, social media, podcasts, or billboards, the influence is equally strong. Even ads that show only a brand’s logo—without any specific product—have been found to be just as effective at nudging children toward unhealthy snacks.
New Measures to Tackle Childhood Obesity
Recognizing the problem, many countries are stepping up efforts to curb junk food advertising aimed at children. The United Kingdom is among those leading the charge, implementing a ban on junk food ads on TV and online throughout the day, up until 9 p.m., starting October 1, 2025.
Such legislation aims to reduce the relentless bombardment of unhealthy food messages that can encourage poor dietary choices and drive up rates of childhood obesity.
What Can Parents Do?
For parents, this information serves as a wake-up call. It’s not just about what food ends up on the plate but also about controlling the environment that shapes children’s cravings and preferences. Limiting screen time, discussing advertising tactics openly, and encouraging balanced eating can help counteract the powerful pull of junk food marketing.
After all, the goal is to raise a generation that grows up mindful of nutrition and able to make informed, healthy choices—without being quietly steered toward the candy aisle.