Magazine adverts for healthy and less healthy foods: effects on recall but not hunger or food choice by pre-adolescent children.

The marketing of foods to children has been criticised by parents and academics alike and the control of such advertising is being considered by politicians. Much of the current research focuses on TV advertising. This study aimed to investigate the effects of exposure to printed advertisements for healthy, less healthy and non-food products on children’s mood, hunger, food choice and product recall. Accordingly, 309 children (mean age 9.7 years) received booklets in a quasi-random order. Each booklet contained one of the three types of adverts, ratings of current self-perception and a food choice measure. The booklets were presented as a school-based media literacy exercise. Body weight, height and body satisfaction were assessed 1 week later. The three groups did not differ in the effect on current state or end of session food choice. However, children recalled more of the less healthy food products, even when accounting for recent exposure. Greater product recall of less healthy foods is relevant to future consumption but has a number of possible interpretations. The further exploration of non-TV food marketing is warranted at a time when marketing through these channels is increasing, not least as a result of greater TV advertising regulations.