A reduction in slogans such as “I’m Lovin’ It” or “Finger Licking is Good” may create a significant dent in childhood obesity, a new study suggested, that attempts to investigate the effect of TV fast-food ads on obesity.

Prohibition of fast-food commercials would reduce young obese children by 18 percent and obese older kids by 14 percent, researchers said.

In experts’ opinion, it’s the first study which shows that the TV commercials of fast-food have such a great impact on childhood obesity.

“Our study provides evidence of that link,” said study co-author Michael Grossman.

The percentage of obese children in U.S. is steadily rising from the 1980s. About one third of American kids are overweight or obese, according to Centers for Disease Control and Prevention estimates.

There are number of reasons causing childhood obesity, but for many years researchers were analyzing the effects of TV advertisement of fast food. Powell, for instance, found fast-food commercials account almost 23 percent of the food-related ads kids repetitively see on TV.

The new study collects data from previous government surveys started from late 90s and involved in-person interviews with thousands of U.S. families. The researchers also acquire size of fast-food commercials audience from 75 largest TV markets.

With the help of statistical test researchers deduce that, TV ads lead to obesity, while keeping in view the other factors like, income and number of fast-food restaurants in proximity.

They also look for the possibility that, some children may already have been overweight and inactive apart from their TV-watching habits.