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.