A new study has disclosed that advertisements on television seem to influence temporary eating habits of kids aged 2 to 11 years.

In the year 2006, 10 major US food companies pledged to devote at least half of their child-oriented ads to promoting good nutrition and healthy lifestyles under the Children's Food and Beverage Advertising Initiative.

By 2009, six more companies had signed on.

Study authors from the Institute of Medicine stated, "Given that each company defined their own better-for-you products... key questions remain."

To evaluate trends in food advertisements before and after the scheme, Lisa M. Powell at the University of Illinois at Chicago analyzed TV ratings data from the Nielsen Media Research for 2003, 2005 and 2007.

Between 2003 and 2007, daily average exposure to televised food advertisements came down by 13.7% among kids aged 2 to 5 and 3.7% among kids aged 6 to 11, but surged 3.7% among teenagers aged 12 to 17.

Advertisements for sweets became less frequent, with a 41 percent decrease in exposure for two to five-year-olds, 29.3 percent for 6- to 11-year-olds and 12.1 percent for 12- to 17-year-olds.

But, exposure to fast-food ads increased between 2003 and 2007, with a 4.7% increase in viewing among kids age 2-5, 12.2% among kids 6 to 11 and 20.4% among teenagers aged between 12 to 17.

The findings will appear in the September print issue of Archives of Paediatrics and Adolescent Medicine. (With Inputs from Agencies)