Public health has always interested me as a dietitian, right from the very first public health lecturers at university. As such, I’m always looking for and reading research surrounding public health nutrition and policy, looking at ways we can potentially shape the nutrition of our country. A recent systematic review and meta-analysis published in the British Journal of Nutrition does just that; looking at how food marketing and the way food is presented to us as a population influences our dietary choices. The study, titled “Food marketing, eating, and health outcomes in children and adults: A systematic review and meta-analysis”, examines how exposure to food marketing affects what we eat and, ultimately, our health.
What the Study Found
The researchers analysed multiple studies (82 in the narrative review, and 23 in the meta-analysis) to see how food marketing affects both our dietary choices, as well as how it impacts our nutritional outcomes. What they found was concerning:
- Food marketing is everywhere- not just on television ads, but as product placement in movies and TV shows, online on websites and social media and more. This constant bombardment is significantly impacting food choices, especially in children; food consumption being greater in those children exposed to TV advertisement and online advertisement together.
- The way the food is marketed also makes a difference- those foods with promotional characters were more likely to be chosen by children than non-promotional character foods, and that those foods sold in larger packs will significantly increase the volume of that food consumed.
- Increased consumption of foods consistently advertised– Both children and adults consumed more of the foods they saw advertised. These were often energy-dense, nutrient-poor products high in sugar, salt, and unhealthy fats; unsurprising when you consider that most foods advertised to us are of the high fat, salt & sugar variety.
- Greater preference for unhealthy options– Marketing didn’t just increase intake; it also shaped preferences. Children exposed to food ads developed a stronger liking for unhealthy foods over healthier alternatives.
- Impact on weight status– While the direct link to obesity was less consistent, the study suggested that frequent exposure to food marketing contributed to poor dietary habits, which could influence weight gain over time.
Why This Matters
Food marketing is everywhere; on TV, social media, packaging, and even in schools. The study highlights how these persuasive techniques, often targeting children, can undermine healthy eating efforts.
As a dietitian, this is concerning. We encourage balanced diets rich in whole foods, yet marketing constantly pushes less healthy, more calorie dense options, which is a complete juxtaposition of current guidelines and recommendations.
I appreciate the need for a free market; however, we have a health crisis on our hands. We truly need to consider what is more important; businesses bottom lines or the health of the nation.
What Can We Do?
While regulation plays a role (such as restricting junk food ads to children), there are steps we can take individually:
- Limit screen time– Reducing exposure to ads can help minimise their influence. It may also be prudent to vet what your kids are watching; if they are consistently being exposed to these adverts through product placement and in-video advertisements, it may be that these shows are doing more harm than good.
- Educate children– Teaching kids about marketing tactics can make them more critical of what they see. Equally, ensuring they have a well balanced knowledge of a healthy diet and what it looks like can also help.
- Promote less processed foods- Providing fresh, nutritious food where we can can be super helpful in reducing the consumption of these hyper-palatable foods, making your children less likely to be influenced by adverts promoting them.
Final Thoughts
This study reinforces what many of us in nutrition already suspect: food marketing has a real, measurable effect on our diets. While individual choices matter, broader changes in advertising policies could help create a healthier food environment.
What are your thoughts? Have you noticed how food ads influence your choices? Let’s discuss in the comments!
Reference:
[Smith, R., Kelly, B., & King, L. (2024). Food marketing, eating, and health outcomes in children and adults: A systematic review and meta-analysis. British Journal of Nutrition.]
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