An anti-junk food ad from a sports commercial break reduced junk food consumption inclinations, yet junk food ads had minimal to no impact.

Background: In Australia, there are concerns that unrestricted junk food advertising during sports broadcasts increases short-term junk food consumption among viewers. Therefore, the present study aimed to estimate the impact of junk food and anti-junk food advertising on consumption inclinations.

Methods: We conducted a content analysis across a sample (N = 16) of Australian Football League (AFL) and National Rugby League (NRL) matches to determine the prevalence of junk food and anti-junk food advertising video clips. We also exposed participants (N = 428) to a single randomly selected junk food advertisement or a single anti-junk food advertisement and measured the immediate impact on craving and consumption intentions for both healthy weight and high body mass index (BMI) participants.

Results: Junk food and anti-junk food advertising video clips comprised 10.85% and .003% of all advertisements across the broadcasts, respectively. For both healthy and overweight participants, junk food advertisement exposure did not increase immediate craving or consumption intentions. However, decreases were observed in craving and consumption intentions following an anti-junk food advertisement.

Conclusions: Junk food advertising prevalence across national sports was high. Junk food advertisements did not increase immediate inclinations to consume junk food, but an anti-junk food advertisement was effective in reducing immediate craving and consumption intentions, particularly for healthy BMI participants. SO WHAT?: Given the potential efficacy of health promotion adverts, governments should consider investing in a higher frequency of health messages during broadcasts that are known to readily promote junk food, such as national sports.