Study Finds Candy-Themed “Advergames” Lead to Higher Calorie Consumption in Kids

Researchers in the Netherlands have reportedly identified a link between
computer games with food advertisements and higher calorie consumption
in children, especially among those identified as impulsive. Frans Folkvord et
al., “Impulsivity, ‘Advergames,’ and Food Intake,” Pediatrics, May 5, 2014. The
study of 261 children aged seven to 10 assessed them for impulsivity, and
then they played a matching game with branded content—an “advergame”—
of either a candy brand or a toy brand. While the children were allowed to eat
candy during play, half of each group playing each game was told that they
would be rewarded for refraining from eating. The researchers observed the
children for five minutes and measured their food intake.

Overall, the children playing the game with the candy brand ate more than
the group playing the toy-branded game, but most of the children who were
promised rewards for not eating the candy consumed fewer calories than the
group that had received no such promise. The 39 percent of children who
had been assessed as impulsive, however, were much more likely to eat the
candy if they were playing the food game, regardless of whether they were
to be rewarded for not eating. Head researcher Frans Folkvord told Reuters,
“Impulsive children have insufficient inhibitory behavioral control, and food
advertisers try to influence eating behavior, thereby making it more difficult
for especially impulsive children to self-regulate their food intake.” Because
many food companies appear to host online advergames similar to the ones
used in the study, Folkvord suggested that parents explain the advertising
angles of these games to make their children think critically about what
messages the games send. See Reuters, May 6, 2014.

Issue 524