Kids don't have to be fed burgers or sweet cereals to overeat—simply watching or listening to junk food commercials for just five minutes is enough to trigger a increased calorie intake, a new study found being presented at the European Congress on Obesity in Málaga, Spain.Scientists found that kids from 7 to 15 years exposed to five minutes of advertisements for junk food consumed an additional average of 130 calories a day when compared to the days they watched non-food commercials. That's about equivalent to two slices of bread more a day—a relatively minor increment that can really add up in the long run.Conducted by Professor Emma Boyland, a food marketing and child health expert at the University of Liverpool, the research found that all these advertisements, whether they featured a specific product or merely the packaging of companies such as McDonald's or Cadbury, produced the same outcome: the kids consumed more food, even when it had nothing to do with the advertisement they viewed.The study used 240 Merseyside schoolchildren in the UK. Children were presented with either food or non-food advertisements on two separate occasions for five minutes. These consisted of recognizable brand imagery in the form of TV video, social media posts, podcast clips, and billboard-style images.Following exposure, children were given snacks such as grapes or chocolate buttons. They were later provided with a variety of lunch alternatives consisting of sweet, savory, and healthy food. Children on average who saw junk food advertisements ate 58 additional calories worth of snacks and 73 more calories for lunch compared to the children who watched non-food-related commercials.This effect in total 130 extra calories per day happened regardless of whether the ad used an ad form or actual food products. Oddly, even brand-only commercials (those featuring logos or jingles without a picture of the food) contributed to overeating.Professor Boyland highlighted the insidious but potent power of branding. "This is the first study to demonstrate that brand-only food advertising influences what children eat," she said. "The foods that were served following the adverts didn't correspond to those depicted in the adverts, nor did they contain any logos. Yet children were prompted to eat more."This draws attention to an underlying psychological impact: familiarity with a brand. Kids tend to be introduced to fast food and snack branding from a very young age and are able to identify and develop liking for such items even before the age of formal schooling. These brand symbols—whether it's a golden arch or a memorable tune—release emotional responses such as comfort, enjoyment, or reward, encouraging more food consumption.The findings raise serious concerns about existing and upcoming regulations designed to protect children from unhealthy food marketing. The UK government has announced a ban on junk food TV ads before 9 p.m. and paid online ads starting in October, hoping to reduce childhood obesity by cutting 7.2 billion calories a year from children’s diets.Yet brand-only advertising is still a legal gray area and may be used to break the ban. Professor Boyland said the Advertising Standards Authority had so far failed to define the last set of rules, but branding advertisements that do not specifically promote a product may still be unregulated despite having quantifiable impacts on children's purchasing.This study indicates that we should be examining advertising trends, which are moving toward establishing brand loyalty and positive emotional relationships instead of just highlighting a product," Boyland said.What are the Health Risks of Kids Eating Junk Food?Even small daily increases in calorie intake can add up to substantial weight gain over the long term. Pediatric obesity is linked with a variety of health conditions such as type 2 diabetes, high blood pressure, and mental illness, and it tends to follow into adult life.The fusion of forceful advertising to children, sophisticated brand images, and minimal regulatory control provides a setting where kids can be constantly encouraged towards unhealthy eating habits, unbeknownst to their parents.What Parents Can Do to Cut Out Junk Food from Kids DietAlthough policies take time to change, following are practical steps families can take to safeguard kids' health now:1. Identify Ultra-Processed FoodsLearn to recognize foods that are highly processed and loaded with additives. Fresh fruit and vegetables, dairy products, and meats are less processed, whereas products with long lists of ingredients (typically with chemical-sounding names) are likely ultra-processed.2. Beware of Hidden Sugars and SaltsIngredients such as dextrose, corn syrup, or brown rice syrup are nothing more than disguised sugars. Watch out for packaged breads, granola bars, or yogurts that look healthy but are full of sugar.3. Read Nutrition Labels CloselyRead labels carefully and notice serving sizes, added sugars, sodium, and saturated fat content. One snack pack can have several servings, and tiny variations make a big difference.4. Fill Plates with Whole FoodsPrioritize whole grains, lean proteins, fruits, and vegetables. Frozen or canned versions with no added salt or sugar are fine, affordable choices. Set these as the default choices during meals.5. Restrict Screen TimeAttempt to restrict independent screen time during which children may be exposed to screen ads. Where possible, watch media with them and discuss the commercials they watch to foster media literacy.This research is a wake-up call for policymakers, parents, and public health officials alike. It highlights how brief exposure to junk food marketing can trigger a chain reaction in a child's diet—without them even knowing it.With brand-only marketing becoming increasingly prevalent and increasingly entrenched in children's online environments, the need for strong regulation, active parenting, and mindful eating habits is more pressing than ever.