A 30-second commercial seems harmless. However, new research from my lab shows that food marketing to kids is more than a nuisance: it's a key driver of poor diets. Food marketing impacts what kids like, buy and eat " increasing the risk of dental caries, obesity and type 2 diabetes. Like tobacco, tighter regulation of junk food marketing to children is needed to protect their health. This week, a bill introduced in the Senate, the Childhood Diabetes Reduction Act, proposes a crucial step forward by proposing limits on the types of techniques used to target kids ... as well as limits on where such ads can appear. The bill would cut kids' exposure to the most harmful types of food marketing. Companies spend $14 billion each year on marketing to children, over 80 percent of which is for fast food and other ultraprocessed foods like snacks, candy and sodas. In 2016, Chile restricted child-directed appeals and placement of ads on children's programming for unhealthy products and banned their sale and promotion in schools. In 2018, the country began prohibiting unhealthy food ads on any television program between 6am " 10pm. These regulations cut kids' exposure to unhealthy food marketing by over two-thirds. While the Chilean regulation is much more comprehensive than what is being proposed in the U.S., the Senate bill would still achieve important progress by reducing kids' exposure to the types of targeted marketing most likely to hook them on products.