Just Five Minutes of Watching Junk Food Advertisements May Lead Children to Consume More Calories

Children are highly impressionable—absorbing not only what they learn in school or from parents, but also what they see in ads. And when it comes to junk food advertising, the impact is quick and significant.

According to a new study presented at the European Congress on Obesity, just five minutes of exposure to junk food marketing can lead kids to eat more—even if the ads don’t show actual food.

In fact, researchers found that brand-only advertising—logos, slogans, and jingles without even showing products—can cause children to consume an additional 130 calories a day. That’s the equivalent of a small chocolate bar, a handful of crisps, or several cookies. It may not seem like much, but over time, these small increases in daily intake can contribute to unhealthy weight gain and related health issues.

The problem is widespread. These ads aren’t confined to traditional television. They’re on YouTube, Instagram, gaming apps, and even billboards and bus stops. From fast food chains to sweetened drinks, brand visibility is nearly constant. If a screen or surface can display content, it’s likely hosting junk food branding, according to Times Entertainment.

So why are children particularly susceptible to this kind of marketing?

Kids aged 7 to 15 are still developing critical thinking skills. They don’t fully understand that advertising is designed to manipulate them. To them, it's all just fun: bright colors, catchy music, maybe a mascot or cartoon character they recognize. That emotional appeal sticks—and next thing you know, they’re asking for or reaching for those same snacks they saw in the ad.

Experts say that the emotional connection created through repetitive branding can override logical thinking, especially in children. Over time, even if they don’t remember the ad in detail, they remember the positive feeling it evoked. And that’s what influences behavior.