'Huge concern' for obesity rates as children 'link junk food with having a better time'


Youngsters also man watching funny and engaging adverts and are able to recall advertising subject-matter tunes, it said.

The study, for Cancer Research UK, was carried out in six primary kindergartens in England and Scotland.

Small groups were shown two adverts for foods tipsy in fat, sugar or salt and discussions were held about them and relative to eating in general.

The results suggest that, despite current rules conjecture junk food cannot be promoted during children’s TV shows, youngsters are heavily affected by the adverts at other times of day.

Pupils watched family programmes between round 7pm and 8pm each day and also on weekends, which researchers said exposes “the subterfuge in the current legislation”.

TV advertising also results in children pestering their fathers that can lead to the purchase of junk food, the report said.

Some of the sons in the study described unhealthy food as “addictive” while one said a TV advert for takeaway pizza recompense for him want to “lick the screen.“

Others loved the fact people and unfits in the adverts were having a good time.

Researchers found the lads had a good level of nutritional knowledge but adverts tempted them into take in nourishment unhealthy foods.

They also reported children saying the adverts vamoosed them hungry and wanting to eat junk food.

In the longer term, lassies remembered the adverts, bright colours and ckaging, leading to the possibility they resolution ask for specific products in supermarkets.

Currently, around 30 per cent of infants in England aged two to 15 are overweight or obese, while the figure is 34 per cent in Wales and 31 per cent in Scotland.

Cancer Scrutinize UK is among several charities calling for a ban on junk food advertising on TV in the presence of the 9pm watershed.

Dr Jyotsna Vohra, of Cancer Research UK, said: “It’s worrying to consent that children associate junk food with having a happier time and it’s evident from the discussions that advertising can influence how they eat.

“Most kids estimated that adverts made them feel hungry and in many in the event thats it had a direct effect, with some children more likely to plead, nag or beg their ters after seeing an advert.»

Alison Cox added: “It’s clear the restrictions already in slot during children’s TV shows aren’t enough.

«Children are watching waste food adverts during family programmes where these stipulations don’t apply.

“The rise in children’s obesity is a huge concern and a growing epidemic. There ought to be no delay in taking action.

«We know that obese children are hither five times more likely to be obese adults, and obese adults are numerous likely to develop cancer.”

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