Attempts to Restrict childhood Access to Sugar and Screen time Backfire, Research Suggests
LONDON – September 20, 2025 – Policies aimed at curbing children’s consumption of sugary treats and limiting screen time often yield the opposite effect, intensifying desires for the very items they seek to control, according to a growing body of psychological research. From outright bans to restrictive marketing regulations, interventions intended to promote healthier habits can inadvertently elevate the perceived desirability and value of restricted items, leading to increased consumption when opportunities arise.
This counterintuitive phenomenon, rooted in principles of reactance theory, impacts families globally and carries critically important implications for public health initiatives. Experts warn that blanket restrictions, while well-intentioned, can undermine long-term behavioral change and perhaps contribute to unhealthy relationships with food and technology.The stakes are high, as childhood obesity rates continue to climb alongside concerns about the impact of excessive screen time on cognitive development and mental wellbeing. Future strategies must prioritize education and mindful moderation over punitive measures, researchers say.
The core principle at play is psychological reactance – the tendency to react against perceived threats to freedom. When children feel their autonomy is curtailed by a ban, they often experience a heightened motivation to regain that freedom, focusing their attention and energy on obtaining the forbidden item. A 2023 study published in the Journal of Behavioral Economics demonstrated that children presented with a restricted selection of snacks exhibited a stronger preference for those snacks compared to children with unrestricted access.
“Simply telling a child ‘no’ doesn’t address the underlying reasons for their desires,” explains Dr. Emily Carter, a developmental psychologist at University College London. “It can actually make the forbidden fruit seem even more appealing. The challenge is to help children develop self-regulation skills and a balanced approach, rather than relying on external controls.”
The same dynamic applies to screen time. attempts to entirely eliminate access to smartphones, tablets, or video games can trigger a surge in demand, leading to secretive usage and potential conflict within families. A 2024 report by the National Literacy Trust found that children whose parents imposed strict screen time limits were more likely to engage in covert screen use and experience feelings of frustration and resentment.
Instead of outright bans, experts advocate for strategies that promote mindful consumption and responsible technology use. This includes setting clear boundaries, encouraging open communication, and modeling healthy behaviors. Collaborative approaches, where parents and children work together to establish guidelines, are more likely to foster lasting change. Furthermore, focusing on providing engaging alternatives – such as outdoor activities, creative pursuits, and quality family time – can help reduce the allure of restricted items.
