“Ultimately, my down-the-road goal is to see if we can help people improve their self-control and make healthier decisions,” Bruce tells the Toronto Star. “Because kids are limited by their underdeveloped brains, however,” reports the Star, “that goal would mean asking: ‘How moral or ethical is it to advertise to children?’”

The study’s conclusions are “concerning, because the majority of foods marketed to children are unhealthy, calorifically dense foods high in sugars, fat and sodium,” Bruce tells L.A. Times business writer David Lazarus, who took the handoff from Bruce and kept running in the same direction.

“Does that mean we should have curbs on junk-food ads, just as there are limits for cigarette and alcohol ads?” Lazarus asks. “I say yes. But I’ll save the free-speech debate for another day.”