Disruptions in lifestyle and dietary habits have significantly increased the risk of various chronic diseases. It is not just the elderly or young adults who are falling victim to this; children are suffering as well. Health experts note that over the past decade, children's dietary patterns have changed rapidly. Traditional staples like lentils, rice, and vegetables have increasingly been displaced from children's plates by items such as pizza, burgers, and other junk foods.

Whether it is their school tiffin, lunch, or dinner, children are showing a distinct preference for junk food. The hectic lifestyles of parents have made fast food an even more convenient option. However, this habit can actually prove to be extremely detrimental to health.

Health experts emphasize that the inclusion of junk food in the diet during a phase of life when nutritional requirements are at their peak is a matter of grave concern. This is precisely why life-threatening conditions—such as obesity, diabetes, high blood pressure, and heart disease—are becoming increasingly prevalent among children at such young ages. To protect children from the clutches of chronic diseases, shielding them from junk food is essential. Could your child, too, be consuming excessive amounts of junk food?

Health experts warn that children are becoming addicted to junk food. The high levels of salt, sugar, and unhealthy fats found in junk food not only compromise their physical health but also negatively impact their cognitive and mental development.

**Why is the Junk Food Habit on the Rise Among Children?**

Why is this habit spreading so rapidly among children? Addressing this issue, a recent study conducted by experts revealed that children and adolescents consume an average of 130 extra calories per day simply as a result of viewing advertisements for junk food.

The study, conducted at the University of Liverpool, found that after watching advertisements for foods high in fat, salt, and sugar (HFSS) for a mere five minutes, children aged 7 to 15 end up consuming additional calories equivalent to two slices of bread over the course of the day. This study was published at the European Congress on Obesity.

**What Did the Study Reveal?** This study involved 240 children, who were shown five-minute advertisements across four different media platforms. These included video formats (such as TV), image posts on social media, audio formats (such as radio), and static formats (such as billboards).

The report revealed that children who viewed advertisements for junk food consumed, on average, 58 additional calories during snack time and 72 additional calories during lunch.

In total, they consumed 130 extra calories—an effect that was not observed among children who viewed non-food advertisements.

Lead researcher Professor Emma Boyland states that this study demonstrates how food marketing influences children's eating habits. Even just a few minutes of exposure can lead children to consume more food, which may contribute to weight gain in the long run.

The study also found that children with a higher Body Mass Index (BMI) consumed even more calories. For every one-unit increase in BMI, a child consumed an average of 17 additional calories.

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