In the Journal of Pediatrics news release of Oct. 6, 2011 there is a report on a study illustrating that food commercials have a strong impact on children’s food choices, but parents can lessen the effects of these ads.

The study encompassed 75 children aged 3 to 5 watching two cartoons, with a commercial between each cartoon. Half the children viewed a commercial for apple slices with dipping sauce and half viewed a commercial for French fries.

When the cartoons and commercials were over, the children were given the choice of a coupon for one of the advertised food items, with input from their parents. Half of the parents were told to encourage their child to select the healthy food, while the other half were told to remain neutral.

Of the children who viewed the commercial for French fries, 71 percent chose the coupon for French fries if their parents remained neutral, while only 55 percent chose the coupon for French fries if their parents encouraged them to choose the healthy food.

Of the children who saw the commercial for apple slices, 46 percent chose the coupon for French fries if their parents remained neutral, while only 33 percent picked the coupon for French fries if their parents encouraged them to make the healthy choice.

“Children were clearly influenced by the commercials they saw; however, parents are not powerless,” noted study author Dr. Christopher Ferguson of Texas A&M International University, in a journal news release.

While the impact of food commercials on children is considerable, Ferguson said that, “Parents have an advantage if they are consistent with their long-term message about healthy eating.”