Daijiworld Media Network - New Delhi

New Delhi, May 12: Kids today are bombarded with messages everywhere they look—TVs, tablets, smartphones, bus stops, and even their favorite games. And when it comes to junk food ads, the impact is shockingly quick. A recent study reveals that it takes just five minutes of exposure for children to be nudged into eating more. What’s more surprising? They don’t even need to see the food itself. Just a catchy jingle, colorful logo, or familiar mascot can do the trick.

Presented at the European Congress on Obesity, the study shows that kids can end up consuming an extra 130 calories a day just from seeing junk food ads. That’s one small snack—every single day—without even realizing it. Over time, that “little extra” can snowball into serious health issues.

So why are kids so vulnerable? Between the ages of 7 and 15, children are still developing the ability to think critically. They often don’t recognize that ads are designed to manipulate their choices. Instead, they’re drawn in by vibrant colors, upbeat music, and characters they love. These emotional cues create positive associations with unhealthy food—and that craving kicks in, even when they’re not hungry.

Professor Emma Boyland, who led the research, explained that even short exposure to high-fat, high-sugar, and salty food ads can influence behavior. It’s not about where or when the ad appears—it’s about the emotional hooks that stick in young minds and shape their decisions, often without them even realizing it.

But this goes beyond snacks and screen time. Childhood obesity is becoming a widespread public health concern, driven by a mix of unhealthy diets, too much sitting around, and nonstop exposure to tempting food messages. Kids today are developing health issues once only seen in adults—like high blood pressure, type 2 diabetes, and joint problems. And the emotional toll is just as concerning, with rising rates of low self-esteem, bullying, and depression among children struggling with their weight.

The truth is, this isn’t entirely their fault. Kids are growing up in a world that makes it way too easy to choose junk food—from what’s served in cafeterias to what’s pushed in YouTube ads between videos of their favorite influencers.

There are ways to fight back. The UK has started to take action by banning junk food ads before 9 PM, a move in the right direction. But real change needs to go further. Parents can get more involved in what their kids are watching, encourage more outdoor play, and serve home-cooked meals more often. Schools can make healthy eating part of the curriculum and lunch menu. Communities can invest in more parks, sports clubs, and safe spaces for kids to be active. And tech platforms and advertisers can take greater responsibility for what content is targeted at kids.

This isn’t about guilt or restriction—it’s about giving kids the tools and environment they need to grow up strong, confident, and healthy. A little less soda, a few more vegetables, swapping screen time for playtime, and rethinking how and where junk food is advertised could make all the difference. Because raising healthy kids isn’t just a family issue—it’s a society-wide responsibility.