News : Living : TV ads can double child's consumption rate

TV ads can double child's consumption rate

Wednesday, 25-Apr-2007 02:31PM EDT
Story from United Press International. Copyright 2007 by United Press International (via ClariNet)

LIVERPOOL, England, April 25 (UPI) -- British psychologists found obese and overweight children increase their food intake by more than 100 percent after watching food ads on TV.

Sixty children of varying weights, age 9 to 11, were shown a series of both food television ads and toy ads, followed by a cartoon.

Food intake following the food ads was significantly higher compared with the toy ads in all weight groups, with the obese children increasing their consumption by 134 percent; overweight children by 101 percent and normal weight children by 84 percent, according to study leader Dr. Jason Halford of the University of Liverpool.

The research team is presenting its research at the European Congress on Obesity in Budapest, Hungary, this week.

"Our research confirms food TV advertising has a profound effect on all children's eating habits -- doubling their consumption rate," Halford said in a statement.

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