Children have been targeted by junk food and soda manufacturers since the early twentieth century. The Cracker Jack Company, for instance, inserted toys in their product boxes, and gum manufacturers placed baseball and other sports cards in their packages. Television greatly expanded the ability of advertisers to reach children.

Children are more vulnerable to commercials, which they view less critically than adults. Children's programs, especially on Saturday mornings, meant that advertisers could market directly to the age group of their choice. By the 1960s, advertisers had identified children as a separate market, and fast food chains joined junk food and soda companies in targeting children. Today, the average American child sees more than 10,000 food advertisements (most related to junk food, fast food, and soda) each year on television. In a 1996 study, Sue Dibbs counted more than 200 junk food advertisements in just one Saturday morning's set of cartoon shows.

In addition to television advertising, fast food chains also created child-oriented characters, such as Ronald McDonald, and began offering meals made especially for children, such as Happy Meals with toys and the creation of playgrounds for children. Chains then acquired endorsements from prominent sports, movie, and television figures. Finally, the companies developed movie tie-ins and made special arrangements with theme parks such as Disneyland, which has had a long history of selling fast food and junk food. Frito-Lay sponsors park attractions, such as the steel roller coaster ride California Screamin at Disneyland and Cracker Jack Stadium at Disney's Wide World of Sports complex in Orlando, Florida.

Fast food, junk food, and soft drink companies advertise their products in a variety of other ways, as well. The Munchkin Bottling Company has soft drink logos placed on baby bottles. There are spin-off products such as lunch boxes and clothing, and many companies sponsor kids' clubs. Children themselves have little buying power but they do have pester power. Busy parents simply take the easy way out and give in to children's constant pestering. In addition, advertisers believe that childhood experiences will be remembered throughout a lifetime.

Brand loyalty begins early in life. Due to the effectiveness of advertising targeted at children, several countries, including Sweden, have banned advertisements on television and radio programs targeted at children under the age of 12. Belgium has prohibited commercials during children's programs and Australia has banned advertisements during television programming targeted at preschoolers. Calls for similar bans in the United States have regularly been put forth.