Food Ads Make Kids Eat Much More, U.K. Study Finds

Some fascinating research was just released from British scientists, who found that overweight, obese and average-weight children aged 9 to 11 double their food intake after watching food advertisements on TV.

Indeed, according to a recent study by psychologists from the University of Liverpool in England, ads for tempting foods trigger excess eating by kids of all sizes, even those of normal weight.

Specifically, the researchers found that:

• Obese kids ate 134% more after watching food ads;
• Overweight children uppped their intake by 101%; and
• Normal-weight youngsters consumed 84% more.

Interestingly, the U.K. researchers also discovered that obese kids chose the highest fat product — chocolate — whereas overweight children picked jelly sweets, which have a lower fat content, as well as chocolate. (It sounds like both groups opted for overdoing it on sugary foods, though.)

Kudos to the British researchers for pointing out a fact many Americans overlook or ignore.

Let me repeat these compelling findings as one of the researchers put it.

"Our research confirms food TV advertising has a profound effect on all children’s eating habits — doubling their consumption rate," declared Dr. Jason Halford, director of the University of Liverpool’s Kissileff Human Ingestive Behavior Laboratory.

Dr. Halford said that the study also revealed "a strong connection between weight and susceptibility to over-eating" when exposed to food ads on TV.

FYI, about 14% of children in the U.K. are considered obese, and the average child watches 17 hours of commercial TV each week.

Interesting, the British are way ahead of us Americans in terms of making changes about what kids can and cannot watch. In fact, the first stage of controversial new regulations on advertising junk foods to children recently was introduced, as Bakery And Snacks reports.

For instance, In April, ads for foods high in salt or sugar aren’t permitted before, during or immediately after programs made for children or in or around programs likely to appeal to kids.

But in the U.S., we haven’t reached this level of sophistication. Just turn on the boob tube, and you’ll see a plethora of commercials trumpeting the "joys" of fast food, as well as processed cakes, cookies, etc. And, surprise, surprise, most of these ads are targeted at younger audiences. And we wonder why childhood obesity is skyrocketing?

Of course, it’s important to take into account that children do learn their eating habits by watching their parents or friends.

But, then again, let’s bear in mind that they, in turn, often eat what the smiling people on food commercials eat.

Sure, TV commercials aren’t totally to blame for our soaring obesity, but especially for youngsters watching lots of television, I believe that they play a pivotal part.

It’s about time we follow the lead from the British. Let’s also start to institute some advertising regulations here in the United States.

Of course, I realize that, alas, this is major-league wishful thinking on my part. Sigh.

Althea Chang contributed to this post.