Study Reveals Young Children Exposed to Junk Food Ads on YouTube

A recent study conducted by the University of Connecticut's Rudd Center for Food Policy and Health has uncovered alarming evidence that children as young as three years old are frequently exposed to junk food advertisements while watching videos on YouTube and YouTube Kids. Published in the Journal of the Academy of Nutrition and Dietetics on July 2, 2025, the study highlights significant concerns regarding the effectiveness of current advertising regulations aimed at protecting young audiences from unhealthy food promotions.

The research involved 101 children aged between three and eight years, who were allowed to select and watch videos on their own mobile devices for 30 minutes. The findings revealed that 75% of children aged six to eight and 36% of those aged three to five were exposed to promotions for unhealthy food and beverage brands. On average, these children encountered approximately seven food brand promotions during their viewing sessions. Notably, a portion of the older children also encountered alcohol advertisements, which raises further questions about the appropriateness of content available to young viewers.

The study identified that the majority of brand appearances—73%—promoted items such as candy, sugar-sweetened drinks, fast food, and salty snacks. In stark contrast, healthy food options, including water and plain milk, comprised only 3% of the brand appearances. Furthermore, the research indicated that food brand promotions were significantly more prevalent on the main YouTube platform (60%) compared to YouTube Kids (36%).

According to Dr. Jennifer Harris, Senior Research Advisor at the Rudd Center and co-author of the study, "More than half of the food brands featured in these videos are from companies that participate in the Children’s Food and Beverage Advertising Initiative, which pledges to market healthier options to children. However, the reality appears starkly different, as child influencers frequently promote unhealthy brands in their videos."

The study also highlighted how children are exposed to food brand promotions through various means, including video thumbnails (23% of brand appearances) and advertisements (17%). However, over 60% of promotions were embedded within the video content itself. Lifestyle videos, particularly those featuring child influencers, were responsible for 77% of these embedded promotions, with 71% showcasing influencers consuming or preparing the promoted products.

Dr. Frances Fleming-Milici, the study’s lead author and Director of Marketing Initiatives at the Rudd Center, emphasized the implications of this trend, stating, "Very young children are being bombarded with unhealthy product promotions on YouTube and YouTube Kids, often disguised within their favorite programming. This stealth marketing blurs the lines between entertainment and advertising, raising serious concerns about the health implications for young viewers."

Despite existing policies that ban food and beverage advertising on YouTube Kids and during videos designed specifically for children, the study found that over one-third of children watching YouTube Kids still encountered food brand promotions. Notably, no video containing branded content disclosed the sponsorship, contravening requirements set forth by the U.S. Federal Trade Commission (FTC).

The findings of this study have prompted calls for stronger regulations to safeguard young audiences from misleading marketing practices that promote unhealthy food options. As children increasingly engage with digital platforms, experts advocate for a reassessment of current advertising policies to provide better protection for vulnerable populations.

In conclusion, the exposure of young children to junk food promotions on platforms like YouTube and YouTube Kids underscores a critical need for regulatory reform. As the digital landscape continues to evolve, it is imperative to develop strategies that protect children from harmful marketing practices and promote healthier eating habits from an early age.