This study investigated the effect of television food commercials on children's self-control within a resistance to temptation paradigm. Commercial type, food stimulus type, and the child's sex provided the three independent variables in a 4 × 4 × 2 factorial design. Behavioral and self-report indices of temptation and control were measured. Children were significantly more tempted to transgress for the low-nutrition food, regardless of the commercial shown. Sex differences in reported degree of temptation were found. However, the television commercials did not affect the children's latency to transgress.