The balloon is made of rubber and is a great insulator: it does not let charges move around freely on its surface. When you rub the balloon, electrons which have previously been orbiting hair atoms are physically rubbed off and added to the surface of the balloon. The result is a small patch on the balloon which is negatively charged.
The treacle is a neutral: it doesn't have any excess positive or negative charges. However, the molecules that make up the treacle are polar: although neutral overall, each molecule has a positive and a negative 'side'.
When the negative balloon approaches the flow of treacle the molecules twist with their positive side facing the negative balloon. Since opposite charges attract the treacle moves towards the balloon. And because the treacle is so thick its slow motion allows the molecules to spend longer in the electric field, the treacle moves more than a thinner, faster moving liquid such as water.
The treacle will flow sideways and in some cases even upwards. It is interesting to note that only a charged up balloon can make the treacle defy gravity - showing that the electromagnetic force is considerably stronger than gravity.
Although perfectly safe, there is a real risk of the treacle pouring onto the floor, and so carpeted rooms are best avoided for this experiment. If you intend to repeat the experiment, try to use a fresh balloon unless you want treacle in your hair.
Source: NESTA
Date: 12 October 2007
Subject: Physics Chemistry
Suitability: Adults/Parents Anyone Over 11s Over 14s Over 16s Over 7s Professionals Teachers