Children as young as eight describe junk food advertising as ‘tempting' and ‘addictive', with some admitting they could ‘lick the screen' when watching certain ads.

According to a new report from Cancer Research UK, ads that use celebrities, funny voices and bright colours are capable of attracting children and influencing their eating habits.

The report is based on a study of children aged between eight and 12 who were attending six primary schools. All of the children were shown two television ads for junk food, before taking part in a discussion.

Many of the children said they could recall advertising theme tunes and liked to watch funny and engaging ads.

After watching an ad for sweets, one girl said ‘it makes you feel as if you're happy and excited and it feels like you want to try it because the guy's dancing in it because he's eaten it and it tastes good'.

"It's worrying to hear that children associate junk food with having a better time and it's clear from the discussions that advertising can influence how they eat.

"Most kids said that adverts made them feel hungry and in many cases it had a direct effect, with some children more likely to ‘plead', ‘nag' or ‘beg' their parents after seeing an advert," commented Dr Jyotsna Vohra of Cancer Research UK.

In fact, most of the children who took part in the study admitted that they had asked their parents for things they had seen on television, especially new junk food products and products with eye-catching designs.

"You might be eating a piece of fruit, you might see the advert, and you might just throw it in the bin and ask your mum for money and leg it to the shop," said one boy who took part.