The average American child is exposed to a tremendous number of marketing messages each year. When just considering exposure to televised messages, children between the ages of 2 to 18 see 13,000 to 30,000 commercials each year (Gantz, Schwartz, Angelini, & Rideout, 2007). That number excludes the marketing messages that children see in other settings including those seen in online settings, in movies, on radio, in print, within videogames, on billboards, and even in schools. This level of exposure is of significant concern to children and advertising researchers, as there are serious questions regarding children’s vulnerability to marketing messages, particularly in contexts where there is less parental/policy oversight. (e.g., advergames). Moreover, with possible links between food marketing exposure and chronic diseases like obesity and diabetes, the potential public health impact of specific marketing practices requires careful study. The Children and Marketing Working Group is taking a close examination of the short and long-term effects of marketing communication particularly within both developmental contexts and in newer media formats. We are also looking at how to protect children through advertising literacy programs or through the use of marketing techniques to encourage protective behaviors.