'Junk food ads for kids must be regulated'

EXPOSURE to high-in-fat, salt, and sugar (HFSS) food advertisements in India underscores the necessity for a robust regulatory framework to shield children from consumables portrayed as fun, relaxed, and exciting, according to a study in The Lancet.

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The study emphasises the need to define 'junk food' as the marketing of HFSS foods negatively impacts consumption patterns, particularly among young children, leading to increased lifetime risks of weight gain, overweight, obesity, and non-communicable diseases.

Published in The Lancet Regional Health-Southeast Asia, the study notes a higher prominence of single TV households in India, with TV co-viewership predominantly occurring between 6 pm and 11 pm. "Restricting HFSS advertisements from being displayed during this period may lead to a reduction in exposure among children," the study suggests.