Study finds people least likely to eat junk food after viewing Live Lighter ads already had healthy body mass

Anti-junk food advertisements work best on the people who need them the least. And watching a single ad for junk food is unlikely to send an adult straight to a KFC bucket, according to a WA study that claims to be the first to measure the immediate impact of junk food and anti-junk food ads screened during major sporting events. The findings, coming after both the WA Government and the Opposition ruled out following South Australia in banning junk food ads on public transport, have prompted calls for more government spending on healthy lifestyle ads and for more research to learn which messages are best at targeting at-risk people. The Edith Cowan University research, led by psychology researcher Ross Hollett, analysed how 400 people responded to ads screened during 16 AFL and NRL matches. It found that those least likely to eat junk food after watching one of the Government’s Live Lighter ads already had healthy body mass indexes. The ads, which aim to encourage physical activity and discourage eating unhealthy food, did reduce cravings and consumption in those who were overweight or obese — just not to the same extent. Researchers also found a single ad did not significantly increase a person’s craving for or consumption of junk food, while highlighting the huge number of such ads that sports viewers were being exposed to. “We found that, while a single exposure to junk food advertisements did not significantly increase immediate cravings or consumption intentions in adults, anti-junk food advertisements were effective in reducing both cravings and consumption intentions, particularly for healthy BMI participants,” Mr Hollett said. He said junk food advertisements made up 10.8 per cent of all ads screened during the AFL and NRL broadcasts. Anti-junk food ads accounted for 0.003 per cent. “Junk food brands are leveraging the enormous viewership of national sports to bombard audiences with their messages,” he said. Mr Hollett said there was a need for more counter messaging to balance out the junk food advertising. There was also a need for more research to find which anti-junk food ads worked best on those who would benefit most from them.