This study investigates the impact of television food advertising on eating behavior, focusing on children and adults. The research suggests that exposure to food advertising during television viewing can trigger automatic snacking, contributing to the obesity epidemic. In Experiment 1a and 1b, elementary school children who watched cartoons with food advertising consumed 45% more snack food compared to those who watched cartoons without food advertising. In Experiment 2, adults who viewed television programs with food advertising that promoted snacking and fun consumed more of both healthy and unhealthy snack foods compared to those who viewed programs with nutrition-focused or no food advertising. These effects were not related to hunger or conscious decision-making. The study highlights the power of food advertising to prime automatic eating behaviors, influencing not only brand preference but also overall consumption patterns. Food advertising, especially that promoting snacking and fun, increased consumption of both unhealthy and healthy foods, suggesting that the effects are not limited to the advertised products. The findings indicate that food advertising can have a significant impact on eating behavior, even when individuals are not consciously aware of the influence. The research also explores the mechanisms behind these effects, suggesting that food advertising may activate mental representations associated with eating, leading to automatic consumption behaviors. The study underscores the need for further research to understand how food advertising affects different age groups and to develop strategies to mitigate its influence on eating behaviors. Overall, the study provides evidence that television food advertising can significantly influence eating behavior, contributing to the obesity epidemic.This study investigates the impact of television food advertising on eating behavior, focusing on children and adults. The research suggests that exposure to food advertising during television viewing can trigger automatic snacking, contributing to the obesity epidemic. In Experiment 1a and 1b, elementary school children who watched cartoons with food advertising consumed 45% more snack food compared to those who watched cartoons without food advertising. In Experiment 2, adults who viewed television programs with food advertising that promoted snacking and fun consumed more of both healthy and unhealthy snack foods compared to those who viewed programs with nutrition-focused or no food advertising. These effects were not related to hunger or conscious decision-making. The study highlights the power of food advertising to prime automatic eating behaviors, influencing not only brand preference but also overall consumption patterns. Food advertising, especially that promoting snacking and fun, increased consumption of both unhealthy and healthy foods, suggesting that the effects are not limited to the advertised products. The findings indicate that food advertising can have a significant impact on eating behavior, even when individuals are not consciously aware of the influence. The research also explores the mechanisms behind these effects, suggesting that food advertising may activate mental representations associated with eating, leading to automatic consumption behaviors. The study underscores the need for further research to understand how food advertising affects different age groups and to develop strategies to mitigate its influence on eating behaviors. Overall, the study provides evidence that television food advertising can significantly influence eating behavior, contributing to the obesity epidemic.