The Irish Heart Foundation says parents are oblivious to the fact that their children are being targeted in online adverts for fast food.

The organisation is calling for a ban on the digital adverts saying it would reduce the rate of obesity among youngsters in Ireland.

They say parents are completely unaware that the targeted messages are being sent through a variety of social networking sites like Facebook and Snapchat.

Dr Mimi Tatlow-Golden is a Child Psychologist and Researcher and she says it is a battle for children to avoid seeing the messages.

Dr Mimi Tatlow-Golden said: “So well over half the food ads they see, even on TV, are unhealthy.

“But now what we are getting is the unregulated digital environment, where the unhealthy advertising is open season.

“When you think about it, the advert is coming to them in their hand on their phone and their parents know nothing about it.”

Dr Tatlow-Golden told the Irish Examiner that junk food companies were “magnifying the known effects of broadcast advertising, by using the ‘3 Es’— powerful engagement-, emotional- and entertainment-based tactics — in digital media”.