placement in children's films and television shows gives food marketers more power to get children familiar with their brand and to directly interact with this market segment. The power brands have through food marketing on television is significant because television audiences automatically are more enticed in an advertisement as it is playing in front of them, forming stronger predispositions for brands (Kline, 2010). Accusations come into play when this saturation happens as children are not equipped with adequate knowledge to make smart nutritional choices, and food marketing is therefore sometimes blamed for children's unhealthy lifestyles (Kline, 2010). Children are a fast expanding market segment, firstly because they yield influence over their parents buying, but also because they are future consumers themselves. Food marketers capitalize on the fact most children trouble their parents for a product they have seen on television until they receive it, giving children high bargaining power. According to McGinnis et al. (2006), by the time children are two years old, the majority can identify brands in supermarkets and demand them by name. It has been argued that marketers also portray some foods to children as exclusive only to them, implying children know better about their nutrition than their parents. This has in turn seen trends of children disregarding parental advice and taking it upon themselves to pick and choose what they eat. Food marketers also use appealing packaging to attract children to their product through bright colours, including toys in schemes (McDonald's Happy Meals with a toy included is an example) and utilising famous television or film characters to spark interest. In terms of packaging, brands will also change the size of products to entice children. Large companies have further been criticised of contributing to obesity through supplying schools with branded sponsorships and sports merchandise such as rugby balls that flaunt a company's logo. Food marketers are criticised further than being responsible for child obesity rates, and are said to not have children's long-term physical wellbeing in mind when they aim to rapidly create brand name association among children (Frechette, 2015). A report from Global Health Advocacy Incubator documents the food industry’s strategies to defeat warning labels on ultra-processed food products (UPP). Childhood obesity It has been shown through Frechette's (2015) studies that in recent years, as children and teenagers have become more exposed to technological advances, they have become more susceptible to unhealthy food marketing commercial