NEW YORK - Kids eat more calories when playing a computer game featuring
advertisements for candy than when the game has ads for toys,
according to a new study from the Netherlands.Children
with low self-control were especially vulnerable to cues from a
candy-themed game and ate more sweets even when offered a reward not to
eat, the researchers found.
“Impulsive children have insufficient
inhibitory behavioral control, and food advertisers try to influence
eating behavior, thereby making it more difficult for especially
impulsive children to self-regulate their food intake,” Dr. Frans
Folkvord told Reuters Health by email.
Since kids are not fully
aware of the persuasive intent of food marketeers, it is very difficult
for any child to be critical towards the advertisements, said Folkvord,
of Radboud University Nijmegen, who led the study.
Past research
has shown that food advertising influences how much children eat, but
little is known about what makes an individual child susceptible,
Folkvord and his colleagues write in the journal Pediatrics.
The
researchers recruited kids between the ages of seven and 10 to play
online games that had either a candy theme or a toy theme.
“We used an online memory game that is comparable to the advergames that are used by major food companies,” Folkvord said.
Kids
played the simple memory ‘advergames’ on a computer. Sixteen cards
marked with a candy or toy brand name and logo appeared face down. Two
could be flipped over at once. On the other side, they displayed
individual candies or toys. The object was to match pairs as quickly as
possible.
For the study, researchers divided the 260 children
from primary schools in the Netherlands into four groups. Two groups
played the candy advergame while the two other groups played an
advergame promoting a toy brand instead.
The kids played the games for five minutes in a room with two bowls of jelly candy and milk chocolate candy.
Researchers
told one group playing each game that they could eat as much candy as
they liked, and told the other group that they could eat the candy, but
if they made it to the end without eating they would be rewarded.
Before
the game-playing sessions, the researchers also had all the kids answer
questions to gauge their level of impulsivity. Based on scores on that
test, 39 percent of the children qualified as impulsive, according to
Folkvord.
Overall, kids ate more calories when playing a game
with a candy theme. But rewarding the kids for avoiding eating the candy
in the room during the game sessions resulted in most eating fewer
calories.
Children who played the candy game without the
inhibition reward ate an average of 156 calories, for example, compared
to 87 calories for kids who played the same game with the inhibition
reward.
During the toy-themed game, kids without the inhibition
reward ate 101 calories, compared to 33 calories when they had been
offered the inhibition reward.
For certain more impulsive kids,
however, the food cues in the candy game were stronger than the
incentive not to eat. The more impulsive kids playing the candy game
tended to eat the same amount of calories whether or not they had been
offered the inhibition reward.
“Impulsive behavior is extremely
common and it is believed to be genetic,” said Dr. Deborah A. Cohen of
the RAND Corporation in Santa Monica, California.
Cohen studies how the social and physical environments influence health.
Impulsiveness tends to go hand in hand with making poor decisions, said Cohen, who was not involved in the new study.
“Most
of the food companies have advergames on their websites,” she told
Reuters Health by email. “Exposure depends upon how much time children
have free computer access and also based upon their awareness of these
games.”
“Children as old as 15 do not recognize that advergames
are adverts,” Folkvord said. But parents can help train kids to
recognize advertising and reduce their undesired effects, like
overeating, he said.
“Parents should explain to their children
why food companies advertise their products and brands, helping them to
become more critical, and subsequently become less susceptible,”
Folkvord said.
Even then, there is only so much that parents can do, Cohen said.
“Everyone
is susceptible to advertising, even those who believe they aren’t,” she
said. “Parents have a limited ability to protect their children,
because they do not control advertising nor is it easy for them to limit
exposure to advertising.”
Counter-advertising campaigns, like the ‘truth’ campaign against tobacco use, may be one way to inoculate kids against the persuasive power of food ads, she added. — Reuters
source: gmanetwork.com
