Temptations in cyberspace: new battlefields in childhood obesity.

Proposed regulations targeting food marketing to children typically focus on traditional media, such as television, radio, and print ads. However, the widespread use of the Internet has promulgated novel food marketing strategies such as "advergaming," or the use of online games incorporating advertisements. In addition, the advent of so-called neuromarketing research is also allowing advertisers to appeal to the subconscious and emotional effects of food and beverage products, to which children may be particularly vulnerable. Current and future regulatory efforts should address the ubiquitous but often subtle marketing to which children are exposed and should measure success in terms of children's consumption of these products.