Mealtime exposure to food advertisements while watching television increases food intake in overweight and obese girls but has a paradoxical effect in boys

Food advertisements (ads) in TV programs influence food choice and have been associated with higher energy intake from snacks in children; however, their effects at mealtime have not been reported. Therefore, we measured energy intake at a pizza meal consumed by normal weight (NW) and overweight/obese (OW/OB) children (aged 9–14 years) while they watched a TV program with or without food ads and following pre-meal consumption of a sweetened beverage with or without calories. NW and OW/OB boys (experiment 1, n = 27) and girls (experiment 2, n = 23) were randomly assigned to consume equally sweetened drinks containing glucose (1.0 g/kg body weight) or sucralose (control). Food intake was measured 30 min later while children watched a program containing food or nonfood ads. Appetite was measured before (0–30 min) and after (60 min) the meal. Both boys and girls reduced energy intake at the meal in compensation for energy in the glucose beverage (p < 0.05). Food ads resulted in further compensation (51%) in boys but not in girls. Food ads increased energy intake at the meal (9%; p = 0.03) in OW/OB girls only. In conclusion, the effects of TV programs with food ads on mealtime energy intake and response to pre-meal energy consumption in children differ by sex and body mass index.