Length and Framing of Anti‐Junk Food Ads Impact Inclinations to Consume Junk Food Among Normal Weight, Overweight, and Adults With Obesity

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.