A British study has found that food advertisements in magazines promoting healthier lifestyles are often contradicting the messages they are trying to put across.

“Nearly every magazine contains advice on a healthier lifestyle, yet we found the food adverts were for products high in sugar and salt and low in fibre such as ready meals, sauces and confectionary,” said Dr Adams.

“Obviously, it’s up to each of us to decide what we eat but if we’re constantly bombarded with images of unhealthy food every time we pick up a magazine then we’re going to be swayed in what we choose,” she adds.

For the study, the researchers analysed the data on the nutritional content of the foods advertised in 30 most widely-read weekly magazines during November 2007.

The findings revealed that foods in the adverts found that the products advertised were generally much higher in sugar and salt, and lower in fibre than the World Health Organisation  recommendations.

that many of the magazines, especially those targeting lower-income families are full of adverts promoting food that is largely unhealthy,” said Adams.

“Families are facing so many social pressures that it’s a constant battle to stay on the right track when choosing and preparing meals and these adverts are doing little to help,” Adams added.

The study has been published in the European Journal of Public Health.