Advertising influences on young children's food choices and parental influence.

OBJECTIVE To evaluate whether advertising for food influences choices made by children, the strength of these influences, and whether they might be easily undone by parental influences. STUDY DESIGN Children between 3 and 8 years of age (n=75) were randomized to watch a series of programs with embedded commercials. Some children watched a commercial for a relatively healthy food item, the other children watched a commercial for a less healthy item, both from the same fast-food company. Children were also randomized either to receive parental encouragement to choose the healthy item or to choose whichever item they preferred. RESULTS Results indicated that children were more likely to choose the advertised item, despite parental input. Parental input only slightly moderated this influence. CONCLUSION Although advertising impact on children's food choices is moderate in size, it appears resilient to parental efforts to intervene. Food advertisements directed at children may have a small but meaningful effect on their healthy food choices.