Kids 'eat more after watching ads'
Updated on 25 April 2007
Obese and overweight children who watch food adverts on TV more than double their food intake afterwards, new research suggests.
A study from the University of Liverpool also found that children of normal weight upped their eating by 84%.
Researchers studied 60 children of different weights aged between nine and 11.
They were shown a series of food adverts and toy adverts, followed by a cartoon.
The amount of eating following the food adverts was significantly higher than following the toy adverts, the study found.
Obese children increased their consumption by 134%, overweight children by 101% and normal weight children by 84%.
Earlier this year, Ofcom announced that TV adverts promoting unhealthy food and drinks would be banned during programmes aimed at children up to the age of 16.
Advertising for products which are high in fat, salt and sugar, and which particularly appeal to children, must not be shown in or around programmes for those under 10 from this month.
From the beginning of January 2008, a total ban will come into force for advertising junk food during programmes aimed at or which appeal to under-16s.
The restrictions apply to food and drinks products which are assessed as being high in fat, salt and sugar (HFSS) by the Food Standards Agency.
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