Author Identifier (ORCID)
Ross C. Hollett: https://orcid.org/0000-0001-7146-3879
Brennen Mills: https://orcid.org/0000-0002-7409-7007
Stephanie L. Godrich: https://orcid.org/0000-0003-3067-8253
Julia Butt: https://orcid.org/0000-0003-4714-2252
Gina S.A. Trapp: https://orcid.org/0009-0001-3683-0319
Abstract
Background: Unrestricted junk food advertising increases the risk of short-term junk food consumption among viewers. We aimed to estimate the impact of junk food and anti-junk food advertisements differing in length and framing on junk food consumption inclinations. Methods: Adult participants (N = 505) were exposed to a randomly selected junk food advertisement or anti-junk food advertisement and reported their immediate craving and consumption intentions. These responses were separately analysed for two groups based on Body Mass Index (BMI): participants classified as within the normal range (18.5–25), and a combined group with BMI values indicating either overweight (25+) or obesity (30+) (OW/OB). A secondary analysis was also performed on a subgroup (N = 99) who were exposed to an advertisement containing junk food they reportedly enjoy consuming. Results: For both BMI groups, junk food advertisement exposure did not increase immediate craving or consumption intentions. However, decreases were observed in craving and consumption intentions following anti-junk food advertisements. A 15-s anti-junk advertisement was more effective than a 30-s anti-junk advertisement for normal weight BMI participants. For OW/OB BMI participants, an anti-junk advertisement encouraging health food was more effective than an anti-junk advertisement criticising junk food. Conclusions: The effectiveness of anti-junk food advertisements varies depending on the length and framing of the advertisements as well as the viewer's BMI categorisation. These nuances are important for maximising the effectiveness of anti-junk food advertisements in different contexts. So What?: Given the potential for anti-junk food advertisements to curb consumption, a higher frequency of broadcasting brief positively framed health messages should be considered to mitigate the potential public health risks associated with junk food consumption.
Keywords
Junk food advertising, anti-junk food campaigns, consumption intentions, advertisement framing, bmi differences, public health messaging
Document Type
Journal Article
Date of Publication
4-1-2026
Volume
37
Issue
2
Publication Title
Health Promotion Journal of Australia
Publisher
Wiley
School
Nutrition and Health Innovation Research Institute / School of Medical and Health Sciences / School of Arts and Humanities
Funders
Stan Perron Foundation People Fellowship / Edith Cowan University
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Comments
Hollett, R. C., Mills, B., Godrich, S. L., Butt, J., & Trapp, G. S. A. (2026). Length and framing of anti-junk food ads impact inclinations to consume junk food among normal weight, overweight, and adults with obesity. Health Promotion Journal of Australia, 37(2), e70159. https://doi.org/10.1002/hpja.70159