Skip Junk Food Ads for Your Kids’ Sake

Believe it or not, just 5 minutes of junk food advertisements can result in an unbeatable 130 extra calories for your child. Despite WHO guidelines on protecting kids from the harmful impact of food marketing, a silent wave of junk food ads is shaping the eating habits of children. Regardless of the media platform (TV, mobiles, laptop), the surge in calorie intake is a given. The range is wide, from ads for sugary cereals promoted as being ‘tastier’ and ‘healthier’ to salty snacks or spicy fast-food options.

Hard To Digest

According to a 2024 report by the World Health Organization, children who are regularly exposed to junk food marketing consume roughly 30% more calories than those with limited exposure to such ads. A new study presented at the European Congress on Obesity (ECO) in Malaga, Spain put forth these startling results. While it may take 5 minutes for kids to get themselves enticed with such ads, a whole lot of fine-tuning in terms of habits could go into undoing the damage caused.

She explains how companies aren’t just selling chips or chocolates. What they seem to be unabashedly promoting (read: selling) is a wild culture of unhealthy eating habits.

Children are exposed to a whole lot of content out there. Advertise-ments may seek to promote or market a particular food item irrespective of its nutrient contents. A sad truth: children, along with parents, fall prey to such advertisements.

Dr Malavika Siddharth, Nutritionist & Co-Founder of Hello Tempayy from Bangalore says, “Junk-food advertisements tap into what kids care about the most- fun, friendship, the want to feel like an adult.” Suggesting that many advertisements even go to the extent of portraying parents bestow their little ones with a variety of junk-food items as a reward post an achievement.

Factors at Play

Dr Malavika opines that it’s all about the action and reaction phenomena. Malvika explains, “Junk foods fall into the category of hyper palatable foods that are engineered to appear and feel tastier.”

Another reason that pushes both parents and children towards consuming these junkies is the price factor. Take for instance a chips packet that comes for as cheap as Rs 10 (even Rs 5).

Malavika says, “Easier access to these foods especially due to them being available at low prices is a rampant push especially in two and three

tier cities.” To add to this, it is not just pockets that junk food advertisements aim at, their main aim is to create a lasting impact on the minds of children.

Malavika opines that the younger populace that constitutes 50% are vulnerable to junk food ads. With advertisements preying on the ‘fun quotient’ of such consumers.

The bait here: Get tasty food at cheap rates. Adding to this is the reality of middle-class families that may look for convenient options and quick fixes. Malavika quips, “Mark-eters feed on pushing lower prices with quick satisfaction while ignoring long-term health issues.”

Simple Ways Out

Junk-food addiction may seem to be a vicious cycle. But a few tweaks here and there could help. Dr Madhumitha advises that parents should get children involved in the kitchen at an early age. She says, “Simple tasks like mixing, peeling or plating can make kids feel excited about eating home-cooked food.” Parents need to tweak certain habits. The worst being rewarding kids with chocolates or burgers! Other alternatives that parents could latch onto could be offering a variety in terms of healthy food-items served. If a child is fussy about eating dal and roti, one may offer ragi or even khichdi. The same composition, but a different variant. Dr Madhumita advises, “Parents should skip food rewards, when we use chocolate as a reward for good behaviour, we unknowingly make chocolate appear as a special food.” Malavika believes it’s important to teach kids to read food labels. She says, “If kids are taught from their schooling days about being conscious of their food intake, home cooked meals would appear to be fun” Malavika quips, “It’s all about finding the right balance”

Blind Spot

While junk food items yet seem to be a blind-spot for many kids. It’s wise to be conscious of consumption patterns. The study at the European Congress on Obesity serves as an eye-opener demonstrating how brands can have their spell casted. Instant breaking away from such deeply invasive spells may seem tough. However, with certain markers in mind, parents can help pave way for healthier options. Most of which are home-cooked and made with a desi touch of love.