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

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.