# Length and Framing of Anti‐Junk Food Ads Impact Inclinations to Consume Junk Food Among Normal Weight, Overweight, and Adults With Obesity

## TL;DR

Short anti-junk food ads that promote healthy eating reduce cravings more effectively than longer or negative ads, especially for overweight individuals.

## Contribution

The study reveals that ad length and framing influence effectiveness of anti-junk food messages differently across BMI groups.

## Key findings

- Short anti-junk food ads (15s) reduced cravings more than longer ones for normal weight individuals.
- Positively framed anti-junk food ads were more effective for overweight/obese individuals than negative framing.
- Junk food ads did not increase cravings or consumption intentions in either BMI group.

## Abstract

Unrestricted junk food advertising increases the risk of short‐term junk food consumption among viewers. We aimed to estimate the impact of junk food and anti‐junk food advertisements differing in length and framing on junk food consumption inclinations.

Adult participants (N = 505) were exposed to a randomly selected junk food advertisement or anti‐junk food advertisement and reported their immediate craving and consumption intentions. These responses were separately analysed for two groups based on Body Mass Index (BMI): participants classified as within the normal range (18.5–25), and a combined group with BMI values indicating either overweight (25+) or obesity (30+) (OW/OB). A secondary analysis was also performed on a subgroup (N = 99) who were exposed to an advertisement containing junk food they reportedly enjoy consuming.

For both BMI groups, junk food advertisement exposure did not increase immediate craving or consumption intentions. However, decreases were observed in craving and consumption intentions following anti‐junk food advertisements. A 15‐s anti‐junk advertisement was more effective than a 30‐s anti‐junk advertisement for normal weight BMI participants. For OW/OB BMI participants, an anti‐junk advertisement encouraging health food was more effective than an anti‐junk advertisement criticising junk food.

The effectiveness of anti‐junk food advertisements varies depending on the length and framing of the advertisements as well as the viewer's BMI categorisation. These nuances are important for maximising the effectiveness of anti‐junk food advertisements in different contexts.

Given the potential for anti‐junk food advertisements to curb consumption, a higher frequency of broadcasting brief positively framed health messages should be considered to mitigate the potential public health risks associated with junk food consumption.