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Abstract
Introduction: The epidemiology of childhood obesity mirrors that of the adult population. There is growing evidence that advertising of sugary foods and beverages including soft drinks, industrial fruit juices, and powdered drinks triggers a conditioned response in children.
Methodology: This cross-sectional study was conducted in primary health care centres in Lahore from 20th February 2025 to 19th August 2025. A total of 1,200 children aged 6 to 8 years were selected for the study.
Results: The regression analysis identifies daily media exposure, physical activity, and parental awareness as significant predictors of children’s BMI. For every one-hour increase in media exposure, BMI increased by approximately 0.72 units (p < 0.001), indicating a strong positive relationship between screen time and weight gain.
Discussion: Obesity is not merely a chronic condition; it is also a significant risk factor for the leading causes of premature death worldwide, including cardiovascular disease, diabetes, and cancer. Childhood obesity often persists into adulthood due to both physiological and behavioural factors, making early prevention a critical opportunity to curb future health complications.
Conclusion: Through exposure to advertisements, video games, smartphones, and other media channels, children are encouraged to adopt dietary habits that may negatively affect their health, potentially leading to obesity, emotional disorders, and other nutrition-related diseases.