Fast-food logos light up kids' brains

McDonald's logo London - Agencies The appetite centres of children's brains light up when they are shown advertising images such as the McDonald's logo, a study reveals. Researchers revealed that the same areas do not respond to well-known logos that are not to do with food, The Independent reported Sunday. It suggests that fast-food firms are tapping into the reward areas of the brain, and that these develop before the regions that provide self-control, leading to unhealthy choices. "Research has shown children are more likely to choose those foods with familiar logos," said lead researcher Amanda Bruce. "That is concerning because the majority of foods marketed to children are unhealthy, calorifically-dense foods high in sugars, fat, and sodium," said the study conducted at the University of Missouri-Kansas City and the University of Kansas Medical Center.