Nearly all children have a natural inclination toward junk food. Consuming unhealthy food - high in calories and low in nutrition - can contribute to many health problems including obesity, chronic diseases, depression, low self-esteem and hindered academic performance.
However, discouraging children from consuming junk food is not an easy task, and parents often struggle to convince their children about the importance of healthy eating. This can prove to be more challenging and complex, since, according to a team of researchers from University of Liverpool in the U.K., children are more prompted to eat junk food when their favorite role models promote them on TV.
More than 180 children aged between 8 and 11 were included in the study. All the participants were exposed to three different advertisements (Walker's crisps promoted by British soccer player Gary Lineker, another snack food, and a toy product) while watching a 20-minute cartoon program.
After the program, children were given crisps to eat in two bowls - one labeled as "Walkers" and the second one as "supermarket". However, both bowls contained Walker's crisps.
Researchers found that children who were exposed to the ad promoted by Lineker consumed more from the bowl labeled as "Walkers" compared to children who were exposed to other ads.
"This is the first study to show the powerful effects of celebrity endorsement - in both a TV advertising and a non-food context - on the choice and intake of the endorsed snack product over the same product offered as a non-branded snack item," Dr. Emma Boyland, who led the study, said in a news release. "The study demonstrated, for the first time, that the influence of the celebrity extended even further than expected and prompted the children to eat the endorsed product even when they saw the celebrity outside of any actual promotion for the brand. It quantifies the significant influence that the celebrity has over children's brand preferences and actual consumption."
"This research has consequences for the use of celebrities, and in particular sports stars, in advertising unhealthy or High Fat Salt and Sugar (HFSS) products. If celebrity endorsement of HFSS products continues and their appearance in other contexts prompts unhealthy food intake then this would mean that the more prominent the celebrity the more detrimental the effects on children's diets," Boyland added.
Findings of the study have been published in The Journal of Pediatrics.
Countless studies have shown the lasting effects of a celebrity-endorsed food product on children. A study published in The Lancet in 2003 showed endorsement of junk food contributing to childhood obesity, and criticized popular TV channels like BBC for allowing Tweenies to promote McDonald's fast food and Cadbury for its Get Active campaign, which offered children sports equipment in exchange for chocolate wrappers.
Sports and pop celebrities like Cheryl Cole, David Beckham, Chris Hoy, and American football player Eli Manning have earlier faced severe criticism for promoting unhealthy food among children.
In June 2012, The Walt Disney Co., in an initiative to provide its support to fight obesity in the U.S., announced its decision to restrict some junk food products from being advertised on its TV and radio channels for children. The revised advertising standards forced the food industries to meet certain nutrition standards to appear in Disney channels.
Many previous studies have also demonstrated the media's active role in promoting childhood obesity. A study published in the Archives of Pediatrics & Adolescent Medicine in 2012 found kids who are more addicted to TV eating more junk food items, and avoiding healthy food items like fruits and vegetables.
However, according to some previous studies, TV ads can help in promoting healthy food habits among children.
In August 2012, a team of researchers from Cornell University examined the popular trick adopted by the majority of junk food companies- using some characters admired by the children to promote their unhealthy food - and found the method equally effective for making children eat nutritious food.
