Health campaigners are calling for restrictions on fast food adverts at large sporting events, but would limiting these adverts make any difference to rising levels of obesity?

Latest research suggests that almost a quarter of adults are obese, and campaigners from the Academy of Medical Royal Colleges (AoMRC) say obesity is the "single greatest public health threat in the UK."C

Companies like Coca-Cola and McDonald's are being called  to restrict advertising at the Olympics as it "completely sends the wrong message, especially to children," said Prof Terence Stephenson, a spokesman from AoMRC.

When watching a sporting event, background adverts will receive little conscious attention, but "the brain will still process them," said Prof Lavie.
Watching a fast-moving event such as a race presents a high level of information load on the brain. Although attention will be on the race "you will still perceive an advert in the periphery of your vision."

Cadbury, McDonald's and Coca-Cola are all Olympic 2012 sponsors. "Millions of people are going to see an association between these brands and highly successful athletes. Companies wouldn't spend all this money on adverts if they didn't think it would increase their sales," said Prof Stephenson.

Bombarding people with adverts for certain products not only makes individual choice more difficult, but it "builds a society where fast food has become the norm," said Dr Jean Adams, a lecturer in public health at Newcastle University.
Research suggests that children perceive fast food to be less unhealthy when it is associated with sports, added Dr Adams.
It is disappointing that the Olympics still feel the need to be sponsored by these companies.