[PDF] Ad Brake. Primary school children's perceptions of unhealthy food advertising on TV

National Centre for Social Research
National Centre for Social Research;Cancer Research UK
Publication date:
30 June 2016


The aim of this study is to investigate how children engage with advertising of unhealthy food on television.   This project was commissioned by Cancer Research UK.

The research shows that, despite current regulations, children are still engaging with junk food advertising on television:

  • Children are watching junk food adverts in the evenings and at weekends during family programmes, exposing the loophole in the current legislation.
  • TV advertising results in children pestering their parents which can lead to the purchase of junk food.
  • Children have a good level of nutritional knowledge. However, they find that watching junk food advertising tempts them into eating unhealthy foods.